Have a high-octane break with KitKat's new Formula 1 deal - Confectionery Production

Nestle has confirmed that FI is set to gain an extra treat as it becomes an official snack of the event.Pic: Adobestock/Dina Photo Stories

Posted: 12 November 2024

Related core topics: Business news, Cocoa & chocolate, New products, Packaging

Related topics: branding, chocolate, confectionery, Formula 1, marketing, new products

Related organisations: nestle

Related people: Bernard Meunier, Emily Prazer

As race contenders hit the starting grid, Nestlé is aiming to be at the front of the pack as it signs a major deal for KitKat to become the official chocolate bar of Formula 1, reports Neill Barston.

The classic snack, which has continued to prove a consistent flagship best-seller for the business, will be rolled-out during 2025, marking the 90th anniversary of the brand.

Notably, next year is also the75th anniversary of Formula 1, with the new confectionery and motorsports partnership extending around the world during 2026.

While the renowned confectionery brand has enjoyed a dynamic range of cultural promotions down the decades, this is its first direct foray into the world of motorsports.

To accompany the new tie-in, there will be a series of consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.

This partnership unites two large global fanbases in an innovative way that blends the thrill of motorsport with the renowned sense of humour of KitKat and tradition of sharing breaks.

“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, shared his enthusiasm for the initiative. She said: “We’re delighted to have such a universally recognised 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.”