Jan 1, 2008 12:00 PM, Richard Tedesco

The history of American celebrity candy bars is short — and not too sweet.

The '70s was the boom — and bust — era for celebrity sugar, including the (Lee Majors) Bionic Bar, the Reggie (Jackson) bar, Mr. T Bubblegum and the Muhammed Ali Crisp Crunch.

Reese's limited edition Elvis Presley peanut butter/banana crème — king-sized — issued last year on the 30th anniversary of his death, added a macabre footnote to the category.

But NASCAR fans are sure to be all shook up when the Big Mo' bar bearing Dale Earnhardt Jr.'s mug rolls out this month.

It's the product of Easter bunny confectioner RL Palmer, which previously produced novelty chocolate molds of Earnhardt's car.

Company owner Richard Palmer figures legendarily brand-loyal NASCAR fans will bite on Big Mo' — unlike baseball fans who eschewed the Reggie bar. “NASCAR finds itself in the unusual and enviable position that its celebrities are national,” Palmer says.

Earnhardt, who taste-tested both caramel and peanut butter flavors of the new bar, will plug Big Mo' in his press conferences. And Palmer plans modest promotions — like flyovers with banners at NASCAR races.

So Big Mo' could be the sweetest celeb sensation since the Baby Ruth, which wasn't really named for Babe Ruth. (One theory suggests the bar was named after Grover Cleveland's baby daughter, Ruth. Another proposes the candy was named for the granddaughter of the president of the Williamson Candy Co., where the recipe originated).

But when young fans started sending Babe Ruth the candy wrappers to autograph, the Sultan of Swat sued for royalties anyway — and struck out in court.

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