At the end of the 2000 season Labonte's team switched to Kellogg's Frosted Flakes brand for its primary sponsorship. After a couple of low-key years, Labonte finished tenth in the points in 2003. He also revisited victory lane after a four-year drought by winning the Southern 500 at Darlington, the last Southern 500 to be held during the Labor Day weekend until 2015. After slipping to twenty-sixth in points in 2004, Labonte announced his semi-retirement. He would drive a limited schedule for two years in the No. 44 car before leaving HMS after the 2006 season. Labonte scored 12 victories with Hendrick Motorsports, to go along with his championship in 1996.