KitKat® becomes the official chocolate bar of Formula 1®

VEVEY, Switzerland, Nov. 11, 2024 /PRNewswire/ — Nestlé and Formula 1® (F1®) are pleased to announce a partnership that makes KitKat the official chocolate bar of Formula 1. This multi-year collaboration is Nestlé’s largest global brand partnership to date. The collaboration signals a big step for both the chocolate maker and one of the most popular chocolate bar brands.

Breaks for the fastest sport in the world

KitKat® becomes the Official Chocolate Bar of Formula 1®

KitKat brings its iconic “Have a Break, Have a KitKat®” brand message to the high-speed world of Formula 1. The chocolate brand is committed to giving yourself a moment’s break.

A season full of breaks and surprises

The collaboration will officially launch in the 2025 season to mark KitKat’s 90th anniversary and Formula 1’s 75th anniversary. Over the course of 2026, the partnership will expand across the globe. F1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at selected Grands Prix, for example with trackside branding and varied content.

Two global icons for a shared experience

This partnership unites two large global fan bases in an innovative way. The collaboration combines the thrill of motorsport with KitKat’s famous sense of humor and the tradition of sharing breaks.

“Formula 1 is a global phenomenon with a rapidly growing, diverse fan base, particularly among younger viewers,” said Bernard Meunier, head of strategic business and marketing and sales at Nestlé. “With its global reach and busy schedule, F1 KitKat the perfect platform to remind everyone to take time to take a break. We’re excited to bring our sense of humor to this exciting sport and create unforgettable experiences for fans around the world.”

Emily Prazer, Chief Commercial Officer of Formula 1, said: “We are delighted that such a universally recognized and great brand like KitKat is becoming our partner. It is a popular brand. We are excited about the fantastic experiences that KitKat will offer our fans at the track. And we’re also excited for the brand to introduce the sport to new audiences.”

What’s next?

More details will follow as KitKat and Formula 1 embark on this exciting journey together.

For more information, see www.kitkat.com/formula1

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