Earnhardt Jr. Launches Own Candy Bar, Big Mo'

20/09/07 Dale Earnhardt Jr. is bringing his heavy-hitting brand and high-profile name to the candy business, announcing the launch of his new candy bar, "Dale Jr.'s Big Mo' " through R.M. Palmer Company.

The eight-year NASCAR NEXTEL Cup driver and former winner of the Daytona 500 introduced Big Mo' to buyers and industry media at the 2007 Candy Expo at McCormick Place. The name Big Mo' is a play off Earnhardt Jr.'s hometown of Mooresville, N.C., and the longtime moniker used for he and his closest friends, the Dirty Mo' Posse. The milk chocolate candy bar will come in two flavors -- creamy caramel and peanut butter. It is scheduled to hit stores nationwide in January 2008.

"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, and it's a pleasure to partner with R.M. Palmer Company in putting this product on the shelves. I think Big Mo' will be widely accepted, not just by racing fans but by everyone who enjoys a good candy bar."

Known for its seasonal novelty candies, R.M. Palmer Co. has been specializing in traditional holiday candies since 1948, but this is the first of its product line to be a milk chocolate everyday candy bar. The making of the Big Mo' bar included numerous taste-tests by Earnhardt Jr., and its unique recipe and design was shaped to meet the NASCAR star's liking.

"Our relationship with Dale Earnhardt Jr. is a partnership I am proud of," said Richard Palmer Jr., president of R.M. Palmer Company. "We started this venture over 12 months ago and our goal was to create two milk chocolate bars that Dale Jr. and Palmer would be proud to call their own. I am confident that our goal has been achieved. Big Mo' bars have been well received by our customers and are sure to be a BIG success."

To coincide with the announcement of the Big Mo' bar, R.M. Palmer Company is launching the "Big Mo'ment with Dale Jr." sweepstakes. Thousands of winners will be awarded great prizes, but the grand prize winner will be treated to his or her Big Mo'ment, which will include lunch with Dale and his JR Motorsports race team, a limousine tour of area race shops, suite tickets to a VIP weekend at Lowe's Motor Speedway, and $250 spending money.