From milk to candy and back to milk – co-branding Chinese style

I originally wanted to post this product on the Trends page of this blog, as a notable innovative product. However, thinking more about the history of how the White Rabbit brand has developed (also see my post on candy), I believe it deserves a separate mini-post on the main page.

Indigenous milk candy

White Rabbit Creamy Candy was originally manufactured by the ABC Candy Factory of Shanghai in 1943, when a merchant from ABC tried a milk candy from England and thought that the taste of the candy was not bad. After half a year of development, he then manufactured the factory’s own brand of milk candies. The main ingredient is not raw milk, but sweetened condensed milk, the oldest indigenous industrial dairy product in China. The oldest producers was Baihao, established in Zhejiang province in 1926. The first ABC milk candies were packaged using a red Mickey Mouse drawing on the label, and were named ABC Mickey Mouse Sweets. As their prices were lower than imported products, they became widely popular among the people.

In the 1950s, ABC became a state-owned enterprise. As Mickey Mouse was seen as a symbol for worshiping foreign countries, the packaging was redesigned to feature a White Rabbit and an artist’s paint palette with Chinese and English hand-lettering in a colour scheme of red, blue and black against a white background. The result was a distinctive candy label design that became instantly recognizable around the world. Initially, production of the candies was capped at 800 kg per day, and they were manually produced. In 1959, these candies were given as gifts for the tenth National Day of the China. In 1972, Premier Zhou Enlai used White Rabbit candies as a gift to American president Richard Nixon when the latter visited China. The White Rabbit brand was transferred to the Guanshengyuan Group in November 1997.

See my post on candy for more details about the product, including its formulation.

White Rabbit Ice cream

Although the White Rabbit brand already had some history, its popularity worldwide has grown with the economy of China. Demand is increasing, especially during the Chinese New Year period, when many families provide White Rabbit sweets among other candies for visitors. The product generated a turnover of RMB 320 mln in 2013. The candies are now exported to more than forty countries and territories, including the United States, Europe and Singapore. On December 2, 2017, Wong’s Ice Cream of Toronto, Canada unveiled the first ice cream flavour made from White Rabbit Candy.

This association with ice cream has made Guanshengyuan to launch an ‘ice cream flavoured’ version of its candies. See my post on candy for more details on the formulation.

Starbucks and White Rabbit – cross-cultural co-branding

Starbucks is known for its attempts to grow roots in local markets by adding its own versions of local delicacies, like selling moon cakes for the Chinese Mid Autumn Festival. The company also occasionally serves White Rabbit Candy Frappe. According to a blogger, the it is made with two simple ingredients from Starbucks: Syrup Creme Frap and Brown Brown Butter Shortbread Sauce. If this is correct, Starbucks is only using the brand name and a picture of the original candies. The product itself seems unrelated to White Rabbit candy.

White Rabbit cosmetics

The brand is so attractive that it has been licensed to a number of cosmetics products. The first is White Rabbit Lip Balm, produced by Maxam. It is a limited-edition product and sold out in seconds on the online retailer, Tmall. The product has ingredients including essences of sweet almonds and olive. Shen Qinfeng from Guanshengyuan, stated in an interview: “How to make our brand younger, as well as adding nostalgia and emotion, is something we have been exploring.”

White Rabbit’s popularity in Singapore has given birth to a range of cosmetics, including shower cream and body lotion. While you could say that lip balm is still related to food, as you will gradually swallow it, these products are exclusively for external use. However, the background picture does include ice cream, so there is at least a subtle allusion to food.

White Rabbit milk

The most recent development is that Shanghai-based Bright Dairy launched a White Rabbit flavoured milk. The package tells us that this milk is ‘milk candy-flavoured’. It is like stating that a tangerine tastes like tangerine candy. White Rabbit Milk is the product of Chinese culture. It is the result of a strategic alliance of two major Shanghai-based companies, reflecting the strong regional chauvinism in Chinese culture (also see my post on the various food capitals in China). I have noted in several posts in this blog that the creamy flavour of milk is still not generally accepted in China. Shanghai could be the region in China with the highest acceptance of milk. Shanghai people often like to brag about their love for milk and dairy products. This is why China’s first milk candy was developed in that city in the first place. Now the success of the White Rabbit brand is used to create synergy with another old Shanghai dairy brand. It is not sure yet, whether White Rabbit Milk will be as successful as White Rabbit Candy or Bright Milk, but I will keep you abreast on this blog.

Eurasia Consult Food knows the Chinese food industry since 1985. Follow us on Twitter.

Eurasia Consult Consulting can help you embed your business in Chinese society.

Peter Peverelli is active in and with China since 1975 and regularly travels to the remotest corners of that vast nation.

2 thoughts on “From milk to candy and back to milk – co-branding Chinese style

  1. Pingback: China: the world’s biggest ice cream market | Peverelli on Chinese food and culture

  2. Pingback: Candy in China – not only for the eyes | Peverelli on Chinese food and culture

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