Formula 1 & Nestlé rev up for a Sweet Partnership
Formula 1 and Nestlé have announced a new multi-year partnership that designates KitKat as the Official Chocolate Bar of Formula 1.
This collaboration is set to officially commence in the 2025 season, coinciding with the 90th anniversary of KitKat and the 75th anniversary of Formula 1. The partnership will subsequently roll out globally throughout 2026.
KitKat and Formula 1, two global phenomena in partnership
Invented in 1935, in York, England, 17bn KitKats are eaten worldwide, each year. KitKats are manufactured across 14 countries, sold in 70 territories and are often cited as the world’s most popular biscuit.
Formula 1, also referred to as F1, is the highest class of international auto racing for open-wheel single-seater formula racing cars, sanctioned by the Fédération Internationale de l'Automobile (FIA). Established in 1950, the FIA Formula One World Championship has become one of the premier forms of motorsport globally.
In 2011, Formula E - the electric car racing championship - was conceived by Jean Todt, the President of the FIA. The inaugural Formula E championship race was held in Beijing in September 2014.
Nestlé’s “Have a Break, Have a KitKat” meets Formula 1’s "Engineered Insanity"
Following this new partnership, fans of Formula 1 can anticipate various consumer activations, promotional prizes and immersive fan zones at selected Grands Prix, alongside trackside branding and engaging, light-hearted content.
By integrating its well-known slogan “Have a Break, Have a KitKat” into the world of Formula 1, this partnership emphasises the significance of taking a moment to pause.
“We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner,” said Emily Prazer, Chief Commercial Officer at Formula 1. “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.”
“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.”
Formula 1 and Nestlé share a commitment to a more sustainable future
One thing that unites Formula 1 and Nestlé is sustainability.
“Sustainability is one of the most important factors to us not only as a sport, but as a business,” said Stefano Domenicali, President & CEO of Formula 1. “It is no longer enough for us to simply deliver great action and wheel-to-wheel racing on the track, we need to ensure that we are doing so in a sustainable way so our sport can thrive long into the future."
F1 has a clear sustainability strategy:
- Achieve Net Zero Carbon by 2030
- Leave a legacy of positive change
- Create a more diverse and inclusive sport
Meanwhile, Nestlé's Income Accelerator Program and its associated Breaks for Good KitKat initiative, aim to enhance the lives of cocoa-farming families while promoting advanced agricultural practices to boost crop yields.
The programme aims to achieve several key objectives, including rewarding positive practices in school enrollment, agroforestry activities and income diversification, while also working to reduce child labour risks in cocoa farming communities and promote gender equality.
To date, it has successfully reached 30,000 cocoa-farming families in Côte d'Ivoire and Ghana, with a goal of assisting 160,000 families by 2030.
By combining targeted financial support with agricultural training and community development initiatives, Nestlé's Income Accelerator Program seeks to create a more sustainable and equitable cocoa supply chain while improving the livelihoods of farming families.
Together, Formula 1 and Nestlé are on the track for real change.
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