Australia – KitKat has launched its official partnership with Formula 1, marking the collaboration with a new limited-edition product and a series of fan-focused activations tied to the Formula 1 Qatar Airways Australian Grand Prix, scheduled to take place from 6–8 March 2026 ahead of the Australian Grand Prix.
As part of the partnership, the chocolate brand has introduced the KitKat F1 Chocolate Car, which it describes as a world-first product. The chocolate is moulded in the shape of a Formula 1 car and is made from milk chocolate combined with crispy cereal and wafer pieces. The 29g product is set to be available from January 2026 at major retailers across Australia.
The launch coincides with KitKat’s status as the official chocolate bar of Formula 1 and forms part of a broader marketing push connected to the sport. In addition to the new product, the partnership includes trackside and off-track activations, such as exclusive merchandise, in-store promotions, limited-edition products and consumer competitions. The brand will also feature in advertising placements within Netflix’s Formula 1: Drive to Survive series.
Andrew Lawrey, general manager of confectionery & snacks at Nestlé, said the partnership reflects a broader investment in the company’s flagship brands.
“Our partnership with Formula 1 demonstrates how we are investing at scale behind our most iconic brands and creating unique experiences for Aussie and Kiwi KitKat fans. This KitKat Formula 1 chocolate car brings the ‘Have a Break, Have a KitKat’ message to F1 fans worldwide.”
In Australia and New Zealand, KitKat is also running a promotional campaign linked to the Formula 1 partnership. From 10 January to 10 March, shoppers who purchase any two eligible KitKat chocolate products in a single transaction can enter a competition for a chance to win a Formula 1-related prize. According to the promotion details, the major prize is a trip for two to attend the Formula 1 Pirelli Gran Premio D’Italia 2026 in Monza, Italy. A total of 1,000 KitKat Formula 1 merchandise prizes are also available.
To enter, consumers are required to retain their purchase receipt and submit their entry through the campaign website. Eligible products include KitKat bars, blocks, share bags, the racing car product and items from the Easter range.