Nascar’s most popular driver joined confectioner R.M. Palmer to launch 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. Mike Beirne, Adweek.com
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.” Charlotte.com
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