Collector Edition Hershey®’s Milk Chocolate, Hershey®’s Milk Chocolate with Almonds and Kit Kat® Wafer Bars Pay Homage to a Racing Legend and Raise Awareness and Funds for The Dale Earnhardt Foundation
HERSHEY, Pa., January 30, 2008 – The Hershey Company is offering racing fans a taste of history with the debut of four Collector Edition bars this month featuring iconic images of racing legend Dale Earnhardt.. The bars coincide with this year’s 50th Anniversary of the Daytona 500 and the 10th Anniversary of Earnhardt’s historic 1998 Daytona 500 victory.
Packaging for the Collector Edition bars showcases one of four different Earnhardt images, including three individual portraits spanning his distinguished career and one image of the Richard Childress Racing #3 GM Goodwrench car that is most synonymous with Dale’s nickname, “The Intimidator.”
The promotion invites fans to show their respect for the racing legend by visiting www.hersheys.com/dale. The Hershey/Dale Earnhardt Web site gives fans the opportunity to make a donation to the Dale Earnhardt Foundation and also allows visitors to post their name, message and picture online for other fans to view. These individual pictures will become the pieces of a large fan photo mosaic designed to look like Earnhardt, which will be displayed throughout the year. Hershey will notify fans of the exact location of their image within the mosaic. The final mosaic, along with a check representing the funds earned from the promotion, will be unveiled and presented to The Dale Earnhardt Foundation on “Dale Earnhardt Day,” April 29, 2008, at Dale Earnhardt, Inc., in Mooresville, N.C.
The Collector Edition Dale Earnhardt bars are available in four varieties, including two Hershey’s Milk Chocolate Bar designs, one Hershey’s Milk Chocolate with Almonds Bar design and one Kit Kat Wafer Bar design. The specially moulded Collector Edition Dale Earnhardt bars feature a distinctive on-bar design including Earnhardt’s signature and stylized #3 and are available now through May 2008 at retail outlets nationwide.
Packaging features interesting facts about the racing legend’s life on and off the racetrack and will be redeemable for unique Earnhardt merchandise such as a #3 soft-sided cooler or a Dale Earnhardt tribute poster designed by renowned motorsports artist, Sam Bass.
Dale Earnhardt, credited as a major influence in the rise of the sport’s popularity, was a seven-time Winston Cup champion and is tied for the most individual titles in racing history. He was the winner of 76 NASCAR Cup races and finished in the top 10 at 428 NASCAR Cup races throughout his illustrious career. His 1998 triumph at the Daytona 500 continues to be discussed as one of the most memorable victories in the race’s history.
The Hershey/Dale Earnhardt promotion is running from January through May 2008, and will be supported at retail with in-store, custom merchandising.
About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest North American manufacturer of quality chocolate and sugar confectionery products. With revenues of nearly $5 billion and more than 13,000 employees worldwide, The Hershey Company markets such iconic brands as Hershey’s, Reese’s, Hershey’s Kisses, and Ice Breakers. Hershey is the leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey’s Special Dark Chocolate, Hershey’s Extra Dark and Cacao Reserve by Hershey’s. Hershey’s Ice Breakers franchise delivers refreshment across a variety of mint and gum flavors and formats. In addition, Hershey leverages its iconic brands, marketplace scale and confectionery and nut expertise to develop and deliver substantial snacks, including Hershey’s and Reese’s single-serve cookies and brownies, and value-added snack nuts, including Hershey’s Milk Chocolate Covered Almonds and Hershey’s Special Dark Chocolate Covered Almonds. Hershey also offers a range of products to address the health and well-being needs of today’s consumer. Hershey’s and Reese’s Snacksters offer consumers great-tasting snacks in portion-controlled servings, while Hershey’s dark chocolate offerings provide the benefits of flavanol antioxidants. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger, known for its high-cacao dark chocolate products, Joseph Schmidt, recognized for its fine, handcrafted chocolate gifts, and Dagoba, known for its high-quality natural and organic chocolate bars. Visit us at www.hersheynewsroom.com.
About The Dale Earnhardt Foundation
The mission of The Dale Earnhardt Foundation is to “Continue the Legend”TM through charitable programs that sustain Dale’s lifelong commitment to education, children and environment/wildlife preservation. More information on The Dale Earnhardt Foundation can be found at www.thedaleearnhardtfoundation.org.
I called Hershey Chocolate World this morning about their Dale Earnhardt Hershey Bar, after being transferred 3 times I still could not find anyone who knew anything about the Special Dale Earnhardt Bars. I then called DEI and was advised that they would not be selling them at DEI, but you could get them at Walmart type stores. I wonder if DEI has any idea how many of the Hershey Bars they could sell just on Dale Earnhardt Day alone on April 29th?
The man is rolling over in his grave…..
This is most awesome! I can only hope to have an opportunity to race at the same tracks as did Dale Earnhardt Sr. One of the most respected drivers in all of NASCAR’s history. This is truly Hershey History. Thanks for your interest in my racing history also. On my way…Dale Dodge Jr.