Brands
KitKat becomes official chocolate partner of Formula 1
Switzerland: KitKat is hitting the accelerator. Nestlé is launching the first full season of KitKat as Formula 1’s official chocolate partner in 2026, betting big on one of the world’s fastest-growing sports and one of its own most iconic brands.
From Melbourne to Monza, KitKat will feature at 12 grands prix across Nestlé’s priority markets, starting with the Formula 1 Qatar Airways Australian Grand Prix on March 6–8. Trackside branding is just the start. The deal stretches into social media, Netflix tie-ins around Drive to Survive in selected markets, limited-edition products, exclusive merchandise, in-store theatre and prize promotions—designed to pull younger fans deeper into the sport.
The brand is also pushing product innovation at full throttle. A limited-edition KitKat Formula 1 chocolate car—claimed as the first of its kind—has been developed using Nestlé’s R&D expertise and will be produced at the San Sisto factory. The moulded car features a smooth milk-chocolate shell packed with crispy cereal and wafer pieces, built using existing manufacturing lines to allow rapid scaling.
The chocolate car goes on sale from January 2026, launching in Australia and several European markets including the UK, France, Italy, Austria and Switzerland, before rolling out globally in step with the F1 calendar. It will come in 29g single bars and 11g sharing formats. A second product, the F1 KitKat Chunky, will debut in Europe, using Nestlé’s proprietary technology to create a marbled finish inspired by the blur of racing cars. More launches are promised as the partnership evolves.
“Our partnership with Formula 1 shows how we are investing at scale behind our most iconic brands,” said Liberato Milo, head of the confectionery sbu at Nestlé. “By combining product innovation with strong consumer engagement, we are setting KitKat apart. We are excited to bring the ‘Have a Break, Have a KitKat’ message to F1 fans worldwide.”
The collaboration first revved up during the 2025 season, marking KitKat’s 90th anniversary and Formula 1’s 75th, with activations in Mexico, Brazil and Ecuador. Early results point to a sharper, more modern brand image and a stronger bond with Formula 1’s fast-growing fan base.
In 2026, KitKat is not just taking a break—it is racing for pole position.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
