• September 19, 2007

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 Tuesday at the 2007 Candy Expo at McCormick Place in Chicago. The name Big Mo' is a play-off of Earnhardt Jr.'s hometown of Mooresville, N.C., and the longtime moniker used for him 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.

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 the Big Mo'ment, which will include lunch with Earnhardt 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. Fans will be able to enter the sweepstakes by visiting bigmo-ment.com/ and typing in the entry code on the inside wrapper of the Big Mo' bar.

--Nina M. Lentini