KitKat Launches F1 Partnership With Life-Sized Chocolate Car

The installation was presented by Irish racing driver Laura O’Connell [pictured right] and commentator and former British racing driver Billy Monger [pictured left] .

The stunt marks the beginning of the brand’s marketing activities tied to the global motorsport series during the 2026 season, Nestlé noted.

The campaign also supports the launch of a limited-edition KitKat product shaped like a miniature Formula 1 car, now available in selected supermarkets across the UK and Ireland.

A Chocolate Tribute To The F1 Pit Stop

The installation draws on the idea that a pit stop represents the ‘ultimate break’ in Formula 1, linking the sport to the brand’s ‘Have a Break, Have a KitKat’ slogan, according to the company.

The chocolate car is designed to mirror the proportions of an F1 vehicle and measures around five metres in length and two metres in width, while weighing approximately 350 kilograms.

Nestlé said the sculpture required 1,254 hours of work and was created under the direction of master chocolatier Jen Lindsey-Clark, featuring elements inspired by Formula 1, including the aerodynamic rear spoiler.

Alongside the installation, KitKat has also introduced a limited-edition chocolate car inspired by the sport.

The confection features a milk chocolate shell with chocolate filling and crispy cereal pieces and is available in single and multipack formats in selected retailers across the UK and Ireland.

Scott Coles, managing director for Nestlé confectionery in the UK and Ireland, said, “KitKat has always championed the power of taking a break, so to celebrate our partnership with Formula 1 we wanted to build something truly unexpected.

“We built the chocolate racing car as a tribute to the precision of the sport and the playfulness of our brand. We’re not just showing up at the track, we’re also bringing the thrill of the race to supermarket aisles, making every ‘F1 break’ part of the fan experience.”

Wider Engagement Planned

According to Nestlé, the partnership will extend beyond the initial launch.

KitKat is set to feature at several Formula 1 races in the company’s main markets during the 2026 season.

Planned activities include social media campaigns, exclusive merchandise, in-store activations, prize promotions and limited-edition products.

The brand will also appear in targeted advertising linked to the Netflix series Formula 1: Drive to Survive, aiming to connect with the sport’s growing younger audience.