NASCAR's Earnhardt Jr. To Launch Signature Candy Bar

03/28/2008 02:45 am ET | Updated May 25, 2011
  • Mike Beirne BrandWeek

On the eve of a Dallas press conference where Dale Earnhardt Jr. will disclose his chief sponsor and the number of the new car he will drive, Nascar's most popular driver joined candy maker R.M. Palmer to launch of the Big Mo candy bar.

Palmer, the fifth-largest chocolate manufacturer in the U.S. best known for its chocolate Easter bunnies, spent the better part of a year landing Earnhardt and developing a signature line of candy bars featuring flavors that the driver tested and picked himself--creamy caramel and peanut butter.

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