Earnhardt Jr. introduces
own candy bar

Wednesday, Sep. 19, 2007

• Video | Wednesday's Dale Earnhardt Jr. number, sponsor announcement

Dale Earnhardt Jr., NASCAR's most popular driver, unveiled his line of candy bars, Dale Jr.'s Big Mo', at a candy expo Tuesday.

The candy is scheduled to hit stores in January.Earnhardt played a major role in developing the chocolate bar with the R.M. Palmer Co., conducting numerous taste tests before settling on two flavors -- creamy caramel and peanut butter. Big Mo' is a play off Earnhardt's hometown of Mooresville and a moniker he and his close friends have -- the Dirty Mo' Posse.

"At one point or another everyone has had their own idea of making the perfect candy bar, and this was my chance to do it," Earnhardt Jr. said. "It's really cool to have my name on a candy bar .... I think Big Mo' will be widely accepted, not just by racing fans but by everyone who enjoys a good candy bar."

The candy bars are another venture in an eventful year for Earnhardt, who announced in May that he was leaving Dale Earnhardt Inc., and decided a month later to sign with powerhouse Hendrick Motorsports.

Now he's looking to broaden his marketing image. In the past, he was locked into deals that his late father picked for him. That continued after Dale Earnhardt's death in 2001, with Earnhardt Jr. helping DEI retain business.

Now he's seeking his own identity.

-- Charlotte Observer

reprint or license