The predecessor of white rabbit toffee originated from 1943 Shanghai "Aipixi Candy Factory". The company's businessmen tasted toffee in England at that time and found it delicious. Half a year later, they copied their own brand of domestic toffee. The packaging adopts the design of red Mickey Mouse and is named "ABC Mickey Mouse Candy". Because the price is cheaper than imported products, it is widely loved by the people. Until 1950' s, the candy company was nationalized, and Mickey Mouse was regarded as a symbol of worshipping foreign things, so the packaging pattern was changed to white rabbit as a gift product for the 10th anniversary of China National Day in 1959.
The factory that started making white rabbit toffee can only produce 800 kilograms a day, and it is also produced by hand. However, due to the lack of materials at that time, the white rabbit toffee was regarded as a nutritious food, and the advertisement that "seven white rabbit toffee equals a glass of milk" was played, which was accompanied by the growth of a generation.
Today, white rabbit toffee has become a leading candy brand in China. Premier Zhou Enlai even presented white rabbit toffee to US President Nixon on 1972. Although this candy brand has a certain history, with the economic growth of China, the demand for white rabbit candy is increasing in both urban and rural areas, especially during the Lunar New Year, many families can find white rabbit toffee in their boxes. In 2004, the sales of white rabbit toffee reached 600 million yuan, increasing at a double-digit rate every year, and exported to more than 40 countries and regions such as the United States, Europe and Singapore.
The taste and packaging of white rabbit toffee are not immutable. According to the data, when it was first released, the white rabbit pattern was lying down; Later, it was modified into today's jumping shape. In addition to the traditional milk flavor, coffee, fat-dragging, peanut and bird knot, fresh fruit, red beans and other flavors were added, and the "creamy plum flavor" with China characteristics was added. Today's toffee has been improved many times, and its main components include granulated sugar, gelatin, condensed milk, cream, milk powder and so on.
The trademark 1993 was recognized as a well-known trademark in China by the State Administration for Industry and Commerce and China Trademark Office in July, and was transferred to Guanshengyuan (Group) Co., Ltd. by19971.