KitKat has launched its first-ever Formula 1 chocolate car as part of a new global partnership with Formula 1, with the limited-edition product going on sale across the UK and Ireland from mid-January 2026.
The new product marks KitKat’s first Formula 1-branded launch and will be supported by in-store activations, promotions and digital campaigns across key retail markets.
The chocolate car features a milk chocolate shell with a creamy filling and embedded crispy cereal pieces. It was developed by Nestlé’s confectionery research and development team in York and is positioned as a limited-edition product aligned with the 2026 Formula 1 season.
The launch forms part of a wider commercial partnership between KitKat and Formula 1. The agreement will see the brand activated at selected race events throughout the year. Nestlé confirmed the partnership will also include prize promotions, branded merchandise, social media engagement and retail-focused marketing activity.
For supermarkets and convenience retailers, the product adds a seasonal promotional item to the confectionery category. The Formula 1 branding is expected to be used in short-term in-store activity linked to the racing calendar.
In Ireland, the rollout will follow the same availability model as the UK, with the product launching nationwide. The Formula 1 chocolate car will be sold as a 29g single bar and a multipack containing five 11g units.
Nestlé said further KitKat and Formula 1 branded product launches are planned later in the year as the partnership continues to develop.
Why This Matters
This launch highlights how global FMCG brands are using major sports partnerships to support limited-edition product activity and retail promotions.
For supermarkets in the UK and Ireland, event-linked products such as Formula 1 branded confectionery help drive seasonal interest and short-term store traffic, especially in impulse categories.
The partnership also reflects Nestlé’s strategy of using licensed branding and product design to refresh established confectionery ranges while maintaining visibility across competitive retail shelves.
In the Ireland FMCG market, the launch strengthens branded confectionery presence at a time when retailers continue to balance premium branded products with growing private label ranges.
About KitKat and Nestlé Confectionery
KitKat is one of Nestlé’s global confectionery brands and is sold in more than 80 countries worldwide.
In the UK and Ireland, Nestlé Confectionery supplies a wide portfolio of chocolate and snack brands to major supermarket groups, convenience retailers and wholesale partners.
The company operates research, manufacturing and distribution operations across the region, supporting large-scale branded product supply and category development.
Editor’s Note: This article is based on Nestlé’s official UK and Ireland press release issued on 15 January 2026 regarding the KitKat and Formula 1 partnership and product launch.
