White Rabbit Creamy Candy

White Rabbit Creamy Candy

White Rabbit Creamy Candy is a protected geographical indication product.

　　　Produced by Shanghai Guanshengyuan Food Company, White Rabbit Creamy Candy is a well-known Chinese food product. It has won the National Quality Food Silver Award twice and received trademark registration for “White Rabbit” in 1979 from the Trademark Office of the State Administration for Industry and Commerce. The logo features a leaping white rabbit, an image that has become deeply embedded in the public's mind. The candy is a white, chewy cylindrical-shaped milk sweet, with a texture similar to Western nougat, approximately 3 centimeters long and 1 centimeter in diameter. Each piece is wrapped in an edible rice paper and then further packaged. Each candy contains 20 calories (84 kilojoules).

　　　　In 1959, “White Rabbit” was created as a gift for the 10th anniversary of the founding of the People’s Republic of China. At that time, the factory had only one production line for White Rabbit Creamy Candy, producing 800 kilograms per day, with many production steps still requiring manual labor, and annual sales amounted to only a few tens of millions of yuan. But during an era of economic scarcity, White Rabbit Creamy Candy was a source of pride for Shanghai. “Seven White Rabbit candies equal one glass of milk,” and it served as a nutritious treat that accompanied a generation as they grew up. At the same time, “White Rabbit Creamy Candy” is one of the few Chinese domestic brands with significant global recognition, being sold in over 40 countries and regions. Whether in the United States, Europe, or Singapore, White Rabbit Creamy Candy remains a long-standing favorite in the confectionery market. In 1972, Premier Zhou Enlai presented White Rabbit Creamy Candy as a gift to U.S. President Richard Nixon. Although the brand has a long history, with China’s economic growth, demand for White Rabbit candies has continued to rise in both urban and rural areas, especially during the Lunar New Year when it can often be found in the red envelopes (hongbao) of many families.

　　　　The flavor and packaging of White Rabbit Creamy Candy have not remained static. Records indicate that when first launched, the rabbit design was lying down; it was later modified to the leaping version seen today. In addition to the traditional milk flavor, other flavors such as coffee, toffee, peanut nougat, fruit, and red bean have been introduced, along with uniquely Chinese flavors like “creamy plum.” Today’s candy, after multiple improvements, mainly consists of sugar, gelatin, condensed milk, butter, and milk powder.

　　　　In 2002, White Rabbit Creamy Candy was awarded the title of “China’s Top Ten Most Recognizable Trademarks of 2001,” thanks to its simple and friendly image that became widely known. Since then, White Rabbit Creamy Candy has been reintroduced to consumers with a new formula and packaging. This redesign aims to better align with the preferences of modern consumers, such as offering lower sugar content and more refined packaging. In terms of quality, the new White Rabbit Creamy Candy contains over 10% more fresh milk, resulting in a richer milk aroma. It is also free from artificial flavors and colorants, offering greater elasticity and a smoother texture. For packaging, the candy will transition to a standing-up format and use high-end, wrinkle-resistant materials to enhance its premium feel.