GRAND OPENING EVENTS SET FOR NEW MOONPIE® GENERAL STORE IN DOWNTOWN CHATTANOOGA, TN

Chattanooga, TN (November 10, 2009) After six weeks of noise, clutter and commotion, Rock Point Books is now set to formally welcome a new but familiar neighbor inside, the MoonPie General Store. Initially occupying a third of Rock Point’s current space, the Chattanooga-born classic hopes to replicate some of the success it is enjoying in its inaugural general store, opened in Charleston, SC in July, 2009, with this “store within a store” concept inside the Rock Point building at the corner of 4th and Broad. 

In addition to factory-fresh MoonPies and icy-cold RC Colas, MoonPie General Store will offer a variety of unique gifts and authentic “general store” experiences – newly-created logoed merchandise including t-shirts, hats and accessories, themed gift baskets for personal or corporate occasions, a full array of nostalgic candies, snacks and soft drinks, Southern gourmet foods including Young Pecans and Betsy’s all-natural cheese straws, classic and new toys, MoonPie-themed folk art, and a widescreen TV with news stories and up-close footage from the MoonPie factory. 

After a soft opening in late October, a Grand Opening celebration is set for Friday and Saturday, November 13 & 14, from 10 AM – 10 PM. Customers will be treated to free samples, including the brand new MoonPie® Crunch™ Chocolate Mint item, signature MoonPie-inspired desserts and coffees from Blue Plate®, Clumpies® and Greyfriar’s®, acoustic country music, books signings with author David Magee and opening weekend specials on select merchandise items. 

Both days, the WORLD’S LARGEST MOONPIE will be on display, with a ceremonial “pie-cutting” at 2 PM Saturday. Weighing 55 lbs., measuring 40” in diameter and 6” in height and boasting 14 lbs. of marshmallow, 6 lbs. of chocolate and 45,000 calories, the World’s Largest MoonPie will then be served to all in attendance, as long as it lasts. “Visitors from all over the world know about the MoonPie, an iconic product manufactured here in Chattanooga, TN.

They always love hearing the story,” said Bob Doak, President & CEO of the Chattanooga Area Convention & Visitors Bureau. “Having this new, convenient location to buy “all things MoonPie” adds another great element to the Chattanooga visitor experience.” “We’re proud to call Chattanooga home, and are excited to partner with Rock Point to bring a store here,” said Tory Johnston, VP of Marketing for Chattanooga Bakery, Inc. “We get many, many requests each year from fans wanting to see MoonPie “up close” and to visit a factory store – we couldn’t have hoped for a better building and downtown location for this first phase. We’ve now tested it in Charleston, and are hopeful our Chattanooga friends will enjoy it.” Chattanooga Bakery was founded in 1902 as a subsidiary of the Mountain City Flour Mill.

A fourth generation, family-owned business, the company made nearly 100 snack cake and cookie items under the Lookout™ trademark, named after the popular residential and tourist community near Chattanooga, Lookout Mountain. In 1917, after a brainstorming conversation between a bakery salesman and some Appalachian coal miners, the MoonPie was born, and by the late 1930’s was the bakery’s #1 seller, a spot it still occupies today. 

MoonPies are available in three sizes (Original, Double-Decker® and Mini) and six flavors (Chocolate, Vanilla, Banana, Lemon, Orange & Strawberry). Its newest line, MoonPie Crunch, is available in Peanut Butter and Chocolate. Brand distribution is national, with particular strength in the Southeast and Southwest. The brand can be found in Grocery, Mass, Club, Drug, Convenience, Vending, Foodservice and a number of specialty retail outlets including Cracker Barrel and Bass Pro Shops. 

For more information about MoonPies, visit www.moonpie.com.