Nestlé Confectionery: Let’s drive sales
ADVERTORIAL
KitKat® is in the fast lane as the official chocolate bar of Formula 1® , so Wholesale News spoke with Emma Shannon, Shopper Activation Lead at Nestlé Confectionery, to discover more about this winning partnership
Emma, you kicked off 2026 with the exciting announcement that KitKat® is the official chocolate bar of Formula 1®. Tell us more.
“Yes, with one in five people in the UK an F1® fan, our partnership’s mission is to make the sport more accessible, bringing it to the masses by driving excitement on and off the track. And, it’s also set to boost KitKat®’s visibility through the supporting omni-channel campaign.”
WHAT CAN YOU TELL US ABOUT IT?
“Activity started in high gear with a firstto-market innovation in the form of a limited-edition chocolate racing car bar, which is available nationwide in single and multipack formats. We’ve also launched an on-pack promotion with a massive prize pool worth more than £250k, live now across 30 million KitKat® bars. This offers weekly chances to win with prizes including tickets to the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026 weekend and a standout main prize of a pair of tickets to the FORMULA 1 LOUIS VUITTON GRAND PRIX DE MONACO 2026, plus travel and accommodation.
“Since then, we’ve kept our foot on the gas, unveiling a life-size, hand-crafted chocolate car at the Silverstone track in March, which made a huge media splash. The partnership has had fantastic reach so far, and there’s a lot more to come.”
HOW ARE YOU WORKING WITH WHOLESALERS?
“Wholesale and convenience are crucial for delivering on our partnership ambition to bring F1® to fans beyond the racetrack and recruit new consumers to our brand. We’ve brought the campaign to life in 26 wholesale depots across the UK with eye-catching PoS unmissable from the car park right through to the tills and engaged thousands of retailers with the brand.”
HOW CAN WHOLESALERS SUPPORT THE CAMPAIGN?
“NPD flies in the wholesale and convenience channel, so make sure our new KitKat® racing car bar and new KitKat® Chunky Caramel are highly visible. KitKat® is set to reach the majority of adults in the UK this year, so demand for our products will be high and it makes sense for wholesalers to ensure they have plenty of stock available – not just of the NPD but our core range too.
“We’ve made our most recent launch, KitKat® 4 Finger Cookie Dough and KitKat® Cookie Dough sharing bar, available in multiformat to help wholesalers and retailers capitalise on customer occasions. The four-finger bar is ideally positioned for that ‘break’ moment synonymous with KitKat®, while the sharing bar is perfect for a family to enjoy on the sofa.
“Our dedicated trade website and Perfect Store Guide are designed to help retailers see even more success from the confectionery category. In fact, stores that follow our guide are more likely to increase their confectionery sales by up to 20%.*”
WHAT’S YOUR TOP TIP FOR SUCCESS WITH KITKAT®?
“Stores across the UK are also elevating the shopper experience, trading hard and maximising sales through various innovative strategies, such as creating high-impact, occasion-led fixtures or jumping on viral food and drink trends in store and across their social channels. Make your depot the destination for all the latest confectionery products with consistent availability and clear signage, and they’ll keep coming back. Offer the full range of formats so retailers can easily stock up all in one place too.”
(Source: *Nestlé Store Trial sales uplift in selected convenience stores, 2024. NOTE: The F1 logo, FORMULA 1, F1, GRAND PRIX and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved)
confectionery Emma Shannon KitKat Nestle Partnerships