The collaboration will see KitKat engaging fans through various channels, including social media, exclusive merchandise, in-store activations, prize promotions, and limited-edition products. As part of the strategy, KitKat will feature in targeted advertisements on Netflix during the series ‘Drive to Survive’ in selected markets.<\/p>\n
A new product is set to be launched as part of this partnership, a molded chocolate F1 car. This product will consist of a milk chocolate shell filled with crispy cereal and wafer pieces. The chocolate F1 car will be available in Australia and several European countries, including the UK, France, Italy, Austria, and Switzerland, starting January 2026.<\/p>\n
Additionally, a second product, the F1 KitKat Chunky, will be introduced in European markets. This product will feature a marbling effect inspired by F1 cars, further enhancing the brand’s connection with the sport.<\/p>\n
The partnership aims to position KitKat as a global growth platform and enhance its brand relevance. The collaboration initially began in 2025, coinciding with KitKat’s 90th anniversary and Formula 1’s 75th anniversary. Initial activations took place in Mexico, Brazil, and Ecuador.<\/p>\n
Early results from the 2025 pilot indicated positive impacts on KitKat’s brand image and its connection with the Formula 1 fan community. The partnership is described as a significant investment in the brand’s growth strategy.<\/p>\n
Liberato Milo, Head of the Confectionery SBU at Nestl\u00e9, stated, “Our partnership with Formula 1 demonstrates how we are investing at scale behind our most iconic brands. By combining product innovation with strong consumer engagement, we set KitKat apart from the competition. We are excited to bring the ‘Have a Break, Have a KitKat’ message to F1 fans worldwide, building on the positive results we have already seen in Latin America, where we kicked off the F1 partnership last year.”<\/p>\n","protected":false},"excerpt":{"rendered":"The collaboration will see KitKat engaging fans through various channels, including social media, exclusive merchandise, in-store activations, prize…\n","protected":false},"author":2,"featured_media":431817,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[64,63,817,813,816,85],"class_list":{"0":"post-431816","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-formula-1","8":"tag-au","9":"tag-australia","10":"tag-f1","11":"tag-formula-1","12":"tag-formula1","13":"tag-sports"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/431816","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=431816"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/431816\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/431817"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=431816"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=431816"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=431816"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}