# Life-Sized Chocolate Race Cars KitKat and Formula 1 Marked Their Partnership with a Chocolate Car By Michael Hemsworth | Published 2026-03-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kitkat-and-formula-1 References: [talkingretail](https://www.talkingretail.com/products-news/confectionery/kitkat-gears-up-for-f1-with-life-sized-chocolate-car-04-03-2026/) & [kitkat](https://www.kitkat.co.uk/products)  [KitKat](https://www.trendhunter.com/trends/kitkat-f1-chocolate-car) and [Formula 1](https://www.trendhunter.com/trends/the-kitkat-formula-1) are celebrating their partnership with a life-size chocolate car that looks good enough for use on the raceway, but also to eat. The handcrafted chocolate car measures in at five-meters in length, two-meters in width and a staggering 350-kilograms in weight, and took 1,254-hours to be crafted. The chocolate car is the equivalent of more than 16,900 two-finger KitKat chocolate bars in terms of weight to put its sheer scale into perspective. The car was showcases at the Silverstone Circuit by racer and presenter Billy Monger. Managing Director for [Nestlé Confectionery](https://www.trendhunter.com/trends/aero-peppermint) in the UK and Ireland Scott Coles commented on the KitKat and Formula 1 partnership saying, "KitKat has always championed the power of taking a break, so to celebrate our partnership with Formula 1 we wanted to build something truly unexpected. We built the chocolate racing car as a tribute to the precision of the sport and the playfulness of our brand. We’re not just showing up at the track, we’re also bringing the thrill of the race to supermarket aisles, making every ‘F1 break’ part of the fan experience.” ## Trend Insights (Trend Hunter) - Score: 8.6/10 - Popularity: 95% | Activity: 95% | Freshness: 68% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Experiential Brand Stunts:** A shift toward theatrical, large-scale activations that create social-media reach and translate ephemeral experiences into measurable brand equity. - **Edible Large-scale Art:** Giant food sculptures that blur the line between product demonstration and artistic installation, enabling novel product storytelling and sensory branding. - **Sports-brand Partnerships:** Collaborations between consumer brands and elite sports properties that fuse emotional fan engagement with mainstream retail visibility. ### Where This Applies - **Confectionery Retail:** Packaging and in-store merchandising models that can leverage spectacle-driven demand to premiumize everyday treats and extend seasonal pricing windows. - **Event Marketing & Sponsorship:** Live-event ecosystems that can integrate branded artifacts as both promotional media and experiential revenue drivers for sponsors and rights holders. - **Motorsports Hospitality:** Guest experience offerings at race venues that can incorporate branded sensory attractions to deepen fan loyalty and diversify hospitality revenue streams. ## Related on Trend Hunter - [Bakery-Inspired Chocolate Snacks](https://www.trendhunter.com/trends/kitkat-cookie-dough.md) - [Branded Race Car Chocolates](https://www.trendhunter.com/trends/kitkat-f1-chocolate-car.md) - [Coffee-Flavored Candy Bars](https://www.trendhunter.com/trends/kitkat-nescaf.md) - [Chocolate Brand Esports Deals](https://www.trendhunter.com/trends/valorant-kitkat-2026.md) - [Life-Sized Block Puzzled Cars](https://www.trendhunter.com/trends/lego-f1-car.md) - [Branded Chocolate Easter Eggs](https://www.trendhunter.com/trends/2026-nestl-easter-products.md) - [Bakery-Inspired Chocolate Products](https://www.trendhunter.com/trends/nestl-confectionery.md) - [Crispy Vampire-Themed Chocolates](https://www.trendhunter.com/trends/kit-kat-counts.md) - [Mini Chocolate Treat Ranges](https://www.trendhunter.com/trends/kitkat-minis.md)