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KitKat launches Formula 1-inspired chocolate car as official F1 partnership begins

KitKat Formula 1 Chocolate Car

KitKat Formula 1 Chocolate Car

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Kiran Paul
By Kiran PaulJan 15, 2026
Kiran Paul
With a background that spans both the agility of startup environments and the established presence of Asian Media Group, Kiran tries to bring a well-rounded perspective to his work. His career as a journalist began at a dynamic news startup, where he honed his reporting and storytelling skills for five years, gaining valuable experience in a fast-paced and evolving media landscape. Since 2018, he has been contributing to Asian Trader, where a standout feature of his work has been his in-depth interviews with award-winning retailers, which he transforms into insightful profiles that appear in each issue.
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KitKat has unveiled a limited-edition chocolate product shaped like a Formula 1 racing car, as the brand kicks off its new role as the official chocolate bar of Formula 1.

The new KitKat F1 chocolate car is billed as the first product of its kind for the brand and has been developed to celebrate the global partnership, which will run across the 2026 F1 calendar.

The chocolate bar features a smooth milk chocolate shell with a creamy filling and embedded crispy cereal pieces, with NestlĂ© highlighting its “world-class R&D expertise and precision manufacturing” behind the product’s detailed design.

“The R&D Centre in York is a global hub for innovation in confectionery, where pioneering ideas are transformed into reality,” Louise Barrett, head of the NestlĂ© Research and Development Centre for Confectionery in York, said.

“Just as Formula 1 teams apply meticulous precision to every design detail, our KitKat teams have worked tirelessly on elevating even the tiniest design elements, drawing on their deep expertise in product development and moulding, to engineer this miniature replica of a Formula 1 car for consumers to enjoy on their next break.”

Nationwide rollout from mid-January

The product will be available in the UK and Ireland from mid-January in a 29g single and multi-pack format (5x11g), Nestlé said.

NestlĂ© Confectionery UK & Ireland managing director Scott Coles said the launch is designed to tap into F1 fan excitement while staying true to the brand’s “break” positioning.

“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,” Coles said.

“We want to bring exhilarating F1 breaks to everyone
 much like those crucial pit stops during any F1 race, we want KitKat fans to hit that pause button, making it even easier to disconnect and re-charge.”

Activations, promotions and Drive to Survive ads

Nestlé said KitKat will be present at key races across the 2026 season in its top global markets, backed by a wider consumer campaign including in-store activations, prize promotions, exclusive merchandise, and social media engagement.

As part of the partnership, KitKat will also feature in targeted advertising around Netflix’s Drive to Survive, as the sport continues to attract younger audiences.

Nestlé added that further news and product activity linked to the KitKat and Formula 1 partnership will follow in the UK and Ireland during 2026.

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