The driver already owns his own bar and an old-West town, and now is partnering with snack-food maker KLN Family Brands to create Dale Jr. Foods, The Sporting News reports. The chips will come in four flavors: Crispy Original, Carolina Barbecue, Creole & Green Onion and Zesty Jalapeno.
Both companies are family businesses. KLN is a family-owned firm based in Perham, Minn., while Dale Earnhardt’s firm, JR Motorsports, employs several members of the driver’s family and supports the racing efforts of other family members.
While KLN’s other brand, Barrol O’Fun Snacks, is primarily marketed in the midwest, Dale Jr. Food’s products will be marketed nationwide. The company expects to have the chips in stores sometime in February.