KitKat and Formula 1 launch first joint season with exclusive products

KitKat will make its first appearance on the racetrack as an F1 partner at the Australian Grand Prix in Melbourne from 6-8 March. In addition, the 90-year-old chocolate brand will be more spectacularly involved in the world of the racing circus than ever before.

KitKat will appear at twelve of the twenty-four races on the 2026 racing calendar. The partnership doesn’t stop at the racetrack: fans will also be treated to competitions, promotions, social media activities and limited edition products. In select countries, keen viewers will be able to discover KitKat in advertisements running during the Netflix series Formula 1: Race to Survival, offering fans a unique opportunity to connect with a sport that is growing in popularity among younger generations.

Exclusive products inspired by racing cars

One of the most exciting elements of the partnership is the launch of a new chocolate bar in the shape of an F1 racing car. Nestlé’s research and development team and employees at the San Sisto factory in Italy have worked together to create this masterpiece: it is surrounded by a soft milk chocolate shell on the outside, and inside, pieces of cereal and wafers add to the exciting taste experience.

A new KitKat Chunky is also being introduced for the occasion: thanks to Nestlé’s own production technology, a racing car-inspired pattern appears on the surface of the chocolate.

However, the novelties do not end there, as more products will be added to the stores throughout the year.

The products will be gradually introduced in Hungary starting next month.

“The partnership between Nestlé and Formula 1 demonstrates how important it is for us to continuously develop our iconic brands. In the case of KitKat, this time our focus is on product innovation and active consumer engagement. We look forward to taking the ‘Have a Break, Have a Kitkat’ message to F1 fans around the world,” said Liberato Milo, Head of Confectionery at Nestlé.

The partnership, Nestlé’s largest global brand relationship to date, officially launched in the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1.