In the history of snacks in China, there is a candy that almost everyone knows and everyone knows, that is, White Rabbit Milk Candy. It not only carries the sweet memories of several generations, but also is a legendary symbol of China's food industry, and the brand story and cultural heritage behind it show the development context of Chinese enterprises in the changing times.
Origin: From ABC Mickey Mouse Candy to White Rabbit
Tracing the history of White Rabbit Milk Candy, we have to mention its predecessor - "ABC Mickey Mouse Candy" launched by Shanghai's "Epixi Candy Factory" in 1943. In that era of scarcity, candy was a rare luxury for children, and the founder of the Episi Confectionery Factory, after tasting milk candy imported from England, came up with the idea of making domestic milk candy. This candy is packaged with Mickey Mouse as the packaging pattern, and it quickly became popular in the market because of its affordable price. However, in the 1950s, with the changes in the social environment, the image of Mickey Mouse was considered to have the suspicion of admiring foreign flattery, and the candy factory conformed to the changes of the times, renamed it "White Rabbit Milk Candy" in 1959, and used a cute white rabbit image as a new packaging design, as a gift for the 10th anniversary of the founding of the People's Republic of China, which opened a glorious chapter of White Rabbit Milk Candy.
Brand attribution: the sweet cause of Shanghai Guanshengyuan
White Rabbit Milk Candy belongs to Shanghai Guanshengyuan Food Co., Ltd., a company with a deep history. The company's founder, Xian Guansheng, began to engage in the food business in Shanghai in 1913, starting from homemade pastries and preserves, and gradually developed into a large enterprise group covering candy, honey, moon cakes and other foods. In 1959, the birth of White Rabbit Milk Candy was not only an innovation in the original candy business, but also an important milestone in the transformation of Shanghai Guanshengyuan to modernization and branding. With its unique milky aroma and delicate taste, White Rabbit Milk Candy has quickly become a star product in the domestic candy market, accompanying the growth of generations of Chinese.
Development history: from local famous products to international brands
The success of White Rabbit Milk Candy is inseparable from its unremitting pursuit of quality and precise positioning in the market. In the early days of reform and opening up, with the rapid development of China's economy and the improvement of people's living standards, White Rabbit Milk Candy seized the opportunity to continuously improve the production process and expand the scale of production to meet the growing market demand. In the new century, in the face of fierce competition in the domestic and foreign markets, White Rabbit Milk Candy has not only consolidated its leading position in China, but also actively explored overseas markets, successfully entered many countries and regions, and become a business card representing Chinese food culture.
Cultural inheritance and innovation
While inheriting the classics, White Rabbit Milk Candy does not forget to innovate. In recent years, White Rabbit Milk Candy has continued to innovate, launching various flavors of milk candy, ice cream, milk tea and other derivative products, and even cross-border cooperation with international brands, such as co-branding with well-known clothing brands to launch limited products, attracting the attention of young consumer groups and giving this traditional brand new vitality. In addition, White Rabbit Toffee also uses social media and online marketing to inspire fond memories of childhood through nostalgic marketing strategies, further enhancing the emotional connection of the brand.
Conclusion: A sweet outlook for the future
As the pride of China's confectionery industry, White Rabbit Milk Candy is not only a commercial brand, but also a cultural phenomenon, which has witnessed the development of China's food industry and recorded the common memory of several generations. In the future, White Rabbit Milk Candy will continue to uphold its original intention, meet the diversified taste needs of consumers with high-quality products and services, and at the same time, with the help of a global vision, let this sweet taste float around the world and write more wonderful chapters about Chinese brands going global. The story of White Rabbit Milk Candy is a story about persistence, innovation and inheritance, which reminds us that no matter how the times change, those sweet memories that can touch people's hearts will always have a place in people's hearts.