Start your engines, people! KitKat has just zoomed into the world of Formula 1 as the official chocolate bar. Yes, you heard that right—your favorite chocolate bar, known for telling you to “Take a Break,” is now taking pole position, teaming up with the world’s fastest sport. Be right back! We are on our way to the tracks. And speaking of great snacks, if you’re looking to create your own tasty treats for your business with premium ingredients, check out our bulk catalog for high-quality ingredients that’ll take your recipes to the next level.
Box-box-box
Nestle is taking the slogan “Have a break, have a KitKat” to a whole new level. The Swiss Company is announcing a landmark partnership, making this multi-year collab the largest global brand partnership to date. This brand deal will launch during the 2025 season, celebrating the 75th anniversary of F1 and the 90th anniversary of KitKat. What a treat! This will then expand across the world to 2026 and fans can expect consumer activations, immersive zones at selected GP, promotional prizes and more.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” said Bernard Meunier, Head of Strategic Business Units and Marketing and Sales at Nestlé. “With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”
Emily Prazer, Chief Commercial Officer at Formula 1, said: “We’re delighted to have such a universally recognized and fun brand as KitKat joining us as a partner. They’re universally loved and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”
Gaining global speed
The F1 is everywhere lately, thanks to Netflix’s Drive to Survive, the sport has exploded in popularity, attracting younger fans who want more than just fast cars. They want excitement, they want drama. This delicious partnership is not the first one obviously, think of Max Verstappen’s Heineken commercial for the non-alcoholic line, or the Mattel-Hot Wheels collab that takes the thrill of racing to 1:64 scale. Even the luxury brand group LVMH is hopping on the trend, as they announced this year their new 10-year deal that will include several of the group’s Maisons like Louis Vuitton, Moët Hennessy, and TAG Heuer.
“From the birth of Formula 1, in 1950 through to the modern day, LVMH and its Maisons have been a part of the sport. With this new partnership, both Formula 1 and LVMH are excited to write new chapters of this incredible story, with each Maison involved bringing its unique expertise, heritage, and energy to heighten the collaboration” said a statement from Formula 1 and LVMH.
F1 is watched by millions across the globe, so teaming up with a brand as iconic as KitKat just makes sense. You’re talking about a sport that’s practically a world tour, with races happening in places like Bahrain, Monaco, Canada, and Brazil. The sweet candy bar’s entry into F1 is also a nod to the changing landscape of sports sponsorship. Brands aren’t just slapping logos on things anymore—they’re creating moments that fans can relate to. Have a break, have a Kit Kat!
Sweeten up!
This collab shows how staying relevant in the market and being where people are, is key. Brands keep looking for ways to create memorable moments for consumers, and events like F1 Sunday are 100% the way. Contact our team today for top-quality ingredients that’ll elevate your products and make you stay on top!
