Shaquille O'Neal is lending his mug to a line of candy bars from Canadian choclatier William Neilson Ltd., Toronto. The "Mr. Big" bar and four other products under the "Shaq Snaq" banner will be introduced Wednesday at Walt Disney World's Pleasure Island in Orlando, where a 57-foot balloon of the Orlando Magic star will be raised by Shaq's younger brother, Jamal, and Jamal's high-school basketball teammates.
Neilson, a licensed manufacturer of Cadbury chocolates, claims to be the No. 1 candy marketer in Canada and plans nationwide distribution for the Shaq products in the U.S. The launch includes a promotion offering five winners a trip to Orlando to see Shaq practice. Neilson's parent company, George Weston Ltd., already has an edge with U.S. retailers as the distributor of President's Choice private label products.
