KitKat secures F1 partnership

To mark the global collaboration, Nestlé launched a new chocolate bar in the shape of a Formula 1 racing car, which will be available from January 2026 across the UK and Ireland in single- and multi-pack formats in line with the F1 calendar, Grocery Gazette reports.

Additionally, the partnership will include immersive fan experiences, exclusive merchandise, in-store activations, prize promotions and limited-edition products.

Scott Coles, managing director for Nestlé Confectionery in the UK and Ireland, said: “Crafted in the iconic shape of a Formula 1 car and inspired by the thrill of both Formula 1 and the KitKat break, this treat has been made for fans who crave excitement both on and off the track.”

KitKat is also set to appear with targeted ads during the Netflix series Drive to Survive, which aims to drive engagement among younger audiences.