Speed up sales with F1 launch from KitKat
CHOCOLATE bar brand KitKat has moved into a winning position with its latest launch, KitKat Formula 1 Chocolate Car bar.
Following on from the brand being named as the official chocolate bar of Formula 1, KitKat’s parent firm Nestlé has launched a new chocolate bar in the shape of a Formula 1 racing car – the first of its kind according to the company.
The new chocolate bar features a smooth milk chocolate shell with creamy filling and embedded crispy cereal pieces and showcases Nestlé’s R&D expertise and precision manufacturing.
Louise Barrett, head of the Nestlé research and development centre for confectionery, said: “The R&D Centre in York is a global hub for innovation in confectionery, where pioneering ideas are transformed into reality.
“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.”
The KitKat F1 Chocolate Car will be available from January 2026, as the global partnership kicks off in alignment with the F1 calendar. The NPD comes in a single 29g pack format as well as a multi-pack of five 11g bars.
KitKat will also feature across key F1 races in Nestlé’s top markets during the 2026 season. It will also go beyond trackside visibility, delivering immersive fan experiences through social media engagement, exclusive merchandise, in-store activations, prize promotions and innovative, limited edition products.
The chocolate bar brand will also appear in targeted ads during the Netflix series Drive to Survive, giving fans a unique way to engage with a sport that’s rapidly gaining traction among younger generations.
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.
“We want to bring exhilarating F1 breaks to everyone. KitKat’s always been about those feel-good breaks and now, 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.
“Combining product innovation with strong consumer engagement is what sets KitKat apart from the competition and we can’t wait to share what’s next for the UK & Ireland in 2026.”
