Call it Jim Kelly's sweetest deal ever.
No, the Buffalo Bills quarterback hasn't received a contract topping the seven-year, $20 million package he signed in March.
The thing that makes this agreement so sweet is 2.25 ounces of milk chocolate.
That is the main ingredient of the Kelly Krunch, the latest contribution to the world of candy bars named after professional athletes.
It is manufactured by Chris Candies of Pittsburgh, and is the company's third such venture in the last year featuring an NFL quarterback. The others are the Bernie Bar, after Cleveland's Bernie Kosar, and the Boomer Bar, after Cincinnati's Boomer Esiason.
"I'm excited about it," Kelly said this week. "It's going to be a lot of fun. I'm definitely not doing it for the money. I'm just looking to have some fun with it. I mean, that's what it's all about."
Kelly Krunch will be unveiled during a news conference this morning at the Buffalo Sports Expo, a sports collectibles show at Pilot Field. A free commemorative edition will go to the first 500 persons attending, while another 2,000 will be sold today only, for $3, to raise funds for the Kelly for Kids Foundation.
In late July, the Kelly Krunch will be available -- for somewhere around $1.25 -- at retailers throughout Western New York, Southern Ontario and Northern Pennsylvania. It is being distributed by DeRose Food Brokers of Buffalo, which, according to Roger Trevino, vice president of Jim Kelly Enterprises, already has received more than 200,000 orders.
"We had an opportunity to do it last year, but we had a lot of other things that were pressing, so we didn't pursue it," Trevino said. "But I'm glad we're doing it now, because it's such a fun deal."
The crunch in Kelly Krunch is from crisped rice. Embossed on the bar itself are a drawing of Kelly (wearing his Bills helmet), his signature and the No. 12. They also appear on the red, white and blue wrapper.
Kelly was drawn to the candy bar idea by Kosar, his close friend and former University of Miami teammate.
"I had always wanted a football (to be sold) with my autograph on it, and I got that a few years ago," Kelly said. "But I never really thought about having a candy bar until they (representatives of Chris Candies) first came to us last year.
"And the best part about it is having the proceeds from the first batch go to charity. I'm proud to be a part of that."
Kelly doesn't consider himself a junk food freak, although he does eat candy bars "every once in a while" before games.
"The Bernie Bar and Boomer Bar were good, but I wanted something different," Kelly said. "Theirs were just milk chocolate, and I wanted a crunch in mine."