Hershey's Milk & Milkshakes Speedweeks 2010 launches with SimCraft racing simulator

Hershey®'s Milk & Milkshakes Team race Daytona Track President in the SimCraft® APEX sc830 full motion racing simulator.

Daytona Beach, FL (February 5th, 2010) –- Hershey (NYSE: HSY) unveiled their motorsport refueling beverages, Hershey's Milk & Milkshakes, as the official sponsor of Speedweeks 2010 at historic Daytona International Speedway.

Hershey's SimCraft APEX sc830Hershey's SimCraft APEX sc830

"Hershey's Milk & Milkshakes Speedweeks at Daytona is a one-of-a-kind motorsports spectacle," Robin Braig, Daytona International Speedway President said. "We are excited to share with NASCAR's fan base –- the best fan base across all of sports -- the opportunity to enjoy the delicious taste of new Hershey's Milk & Milkshakes," said Scott Blake, Sr. Vice President of Operations for HP Hood LLC.

During the press event, a Hershey's Milk & Milkshakes-branded SimCraft APEX sc830 full motion racing simulator was displayed, and a racing duel was issued. Blake issued the challenge to Robin Braig; race against Trevor Bayne, #99 driver in the NASCAR Nationwide Series (NNS) for Michael Waltrip Racing. Bayne had the deck stacked in his favor when MWR team co-owner Michael Waltrip showed up to share his ample experience at Daytona and provide real-time coaching in the SimCraft simulator. "It's really a challenge to drive this thing," said Waltrip after his own drive in the motion simulator. "It feels just like going around Daytona."

After a grueling training session around the virtual track, Braig and Waltrip proceeded to discuss the performance of Team MWR's "rookie" driver. Bayne took this opportunity to enjoy a refreshing Hershey's Chocolate Milk.

Trevor Bayne driving SimCraft APEX sc830Hershey's SimCraft APEX sc830

Hershey's Milk and Milkshakes Speedweeks at Daytona featuring eight major events:

  • The 48th Rolex 24 At Daytona
  • Daytona 500 Qualifying Presented By Kroger
  • The Lucas Oil Slick Mist 200
  • The Budweiser Shootout
  • The Gatorade Duel At Daytona qualifying races
  • The NextEra Energy Resources 250 NASCAR Camping World Truck Series race
  • The Camping World 300 NASCAR Nationwide Series race
  • The Daytona 500, “The Great American Race” and NASCAR's biggest and most prestigious event

Speedweeks 2010 attendees sampled Hershey's Milk & Milkshakes at Refueling Stations in the media center and FanZone area throughout the events. Hershey's Milk & Milkshakes appeared nationally at retailers in January 2010 and are available in 12 oz. plastic, single-serve bottles in a variety of flavors. Daytona International Speedway (DIS) President, Braig is "excited about this new sponsorship opportunity with Hershey's Milk & Milkshakes and are pleased that they have chosen Daytona as the starting line to launch their new, delicious milk and milkshake products to NASCAR race fans."

About HP Hood LLC (licensee of Hershey's Milk & Milkshakes)

Founded in 1846, today Hood is one of the largest branded dairy operators in the United States.  Hood is the number-one dairy brand in New England, and Hood's portfolio of national and super-regional brands and franchise products includes Hood, Kemps, Crowley Foods, Simply Smart, Heluva Good!, LACTAID, FiberOne, Blue Diamond Almond Breeze and Hershey's Milk & Milkshakes. For more information about Hood, please visit the website for HP Hood LLC.

About SimCraft

SimCraft's core innovation and technology is the simulation of vehicle movement. The company's proprietary software and patent pending hardware provide realistic motion for racing and flight simulation with zero latency™ from controls in to motion out. This high performance system provides an unparalleled virtual environment from training applications by honing technical skills and experimentation with vehicle setups to the ultimate in pure entertainment. For more information about SimCraft's advanced motion technology, visit http://www.SimCraft.com

Release prepared and distributed by:
SimCraft Corporation
1705 Enterprise Way
Suite 102
Marietta, GA 30067
877-746-2723 (tel)

in conjunction with HP Hood LLC