Started in 1959, the top ten brands of candy, Shanghai's famous trademark, many Chinese people's childhood memories, deeply loved milk candy, in 2012 Guanshengyuan Group's related White Rabbit toffee and other operating assets into Shanghai Merlin
White Rabbit Milk Candy is a milk candy produced in Guanshengyuan, Shanghai, Chinese mainland, which has been popular with people everywhere since it began to be sold in 1959. The trademark is a jump-like white rabbit, and the image is deeply rooted in the hearts of the people.
The predecessor of White Rabbit Milk Candy originated from the Shanghai "Aipixi Candy Factory" in 1943. The company's businessmen tried the British milk candy at the time and thought it tasted good, and after half a year, they imitated their own brand of domestic milk candy. The packaging uses a red Mickey Mouse pattern and is named "ABC Mickey Mouse Candy". Because the price is cheaper than foreign products, it is widely loved by the public. It wasn't until the 1950s that the candy company was nationalized, and Mickey Mouse was seen as a symbol of foreign charm, so the packaging pattern was changed to a white rabbit, and in 1959 it was presented as a gift product for the 10th anniversary of the founding of the People's Republic of China.
Today, White Rabbit Milk Candy has become the number one candy brand in China. Premier Zhou Enlai even gave White Rabbit toffee to US President Richard Nixon during his visit to China in 1972. Although the confectionery brand has a certain history, with China's economic growth, the demand for White Rabbit candy in both urban and rural areas continues unabated, especially during the Lunar New Year, when many families can find White Rabbit toffee in their whole boxes. In 2004, the sales volume of White Rabbit toffee reached 600 million yuan, increasing by double digit percentage every year, and exported to more than 40 countries and regions, including the United States, Europe, Singapore, etc.
The taste and packaging of White Rabbit Milk Candy are also not set in stone. The information indicates that when it was first released, the white rabbit pattern was recumbent; It was later modified to become today's jump. In addition to the traditional milk flavor, it also adds coffee, fattening, peanuts, bird knots, fresh fruits, red beans and other flavors, as well as the "creamy plum flavor" with Chinese characteristics. Nowadays, White Rabbit Milk Candy is not only a famous brand and well-known protection in China, but also a product distributed in more than 40 countries and regions around the world, becoming an enduring public darling in the international market. White Rabbit's classic toffee series now mainly includes: classic original, yogurt, red bean, cool, chocolate and corn.
On January 31, 2012, Shanghai Meilin Zhengguanghe Co., Ltd. issued an announcement, saying that the company recently raised funds from the company's non-public offering to purchase Shanghai Guanshengyuan Food Co., Ltd. (all the main food business operating assets of Guanshengyuan Group) and Shanghai Food Import and Export Co., Ltd. (Shanghai Food Import and Export Co., Ltd. operating assets) has completed the industrial and commercial change registration. Guanshengyuan Group's operating assets such as White Rabbit Milk Candy were also injected into Shanghai Merlin at the same time.
