Wheaties Unveils Dale Earnhardt Commemorative Box - VIDEO ENHANCED

MINNEAPOLIS - May 22, 2010: Wheaties has unveiled a special-edition Dale Earnhardt commemorative box, honoring his legendary career and celebrating his induction into the Hall of Fame. Earnhardt's record-tying seven championships, along with 76 wins and incredible fan popularity helped propel him into this latest "Breakfast of Champions" honor.

Earnhardt becomes the first stock car driver to be featured on the Wheaties box twice. He first appeared on a series of boxes in 1997 when he raced a Wheaties paint scheme in the All-Star event that same year. And, now Wheaties honors his competitive spirit and champion attitude in connection with his induction.

"Dale Earnhardt signifies everything that makes a champion," said David Clark, vice president for Wheaties. "His record speaks for itself, but it was also his hard work and determination that made him an inspiration to so many. We're honored to feature him again and to help celebrate his latest acknowledgements."

Taylor Earnhardt, Earnhardt's youngest daughter, Kerry Earnhardt, Earnhardt's oldest son, Richard Childress, founder and owner of Richard Childress Racing, Jeff Steiner, executive vice president and general manager, Dale Earnhardt Inc. and current General Mills driver Clint Bowyer all were present during the unveiling of the new Wheaties Box this morning at the Charlotte Motor Speedway.

"It's great to see Wheaties pay tribute again to Dale Earnhardt by honoring him with a second commemorative box, especially since it takes place at the same time as his induction," said Richard Childress, president and CEO of Richard Childress Racing. "Dale was, and always will be, a champions' champion who represents the best that motorsports offers to its millions of fans worldwide."

"It's really an honor for my family and me to see this Wheaties box," said Taylor Earnhardt. "My dad was a true champion and this box helps celebrate his legacy."

"The Wheaties box will have special meaning to so many of his fans and help carry on his legacy," said Kerry Earnhardt. "We're very excited to see this special Wheaties box on store shelves."

"Dale would be honored by this announcement today," said Teresa Earnhardt. "It's great to see Wheaties continuing the legend with this special box."

Click PLAY to watch The Auto Channel's "All Time Greatest Stock Car Finishes" with Dale Earnhardt

Earnhardt is joined in the inaugural class by Bill France Sr., Bill France Jr., Richard Petty and Junior Johnson. Honorees will be inducted in a ceremony happening on Sunday, May 23.

Race fans can help celebrate Earnhardt's legacy next week at the Food Lion Speed Street 600 Race Festival in downtown Charlotte, N.C. Beginning Thursday, May 27, the original Wheaties car driven by Earnhardt in the 1997 race will be showcased at the Wheaties display. The new commemorative box hits store shelves this summer.

Born out of a fortunate mistake in 1924, original Wheaties was created when a health clinician accidentally spilled a wheat bran mixture onto a hot stove. The result was tasty, crispy wheat flakes that became known as Washburn's Gold Medal Whole Wheat Flakes. A year later, the cumbersome name was shortened to Wheaties. Baseball legend Lou Gehrig was the first athlete featured on a Wheaties Box, when he appeared on the back cover in 1934. In 1958, American champion pole-vaulter Bob Richards was the first person to appear on the front of the package, jumpstarting the phenomenon of "being on the Wheaties box," which has since been graced by some of the greatest athletes of all time, including Bruce Jenner, Walter Payton, Mary Lou Retton, and many others. To view a complete timeline of Wheaties Champions, visit www.wheaties.com.

For more information on Dale Earnhardt, special Wheaties commemorative merchandise and the Dale Earnhardt Fan Club, visit www.daleearnhardt.com.