White rabbit is a kind of milk candy. White rabbit toffee is a kind of milk candy produced by Guansheng Garden in Shanghai, Chinese mainland, which has been popular with people all over the world since it was put on sale in 1959. The trademark is a jumping white rabbit, whose image is deeply rooted in the hearts of the people. White rabbit toffee is a white, chewy cylindrical toffee, and each candy has 2 calories (84 kilojoules).

The predecessor of white rabbit toffee originated from "Aipixi Candy Factory" in Shanghai in 1943. The company's businessmen tried the milk candy in Britain at that time and thought it tasted good. After half a year, they copied their own brand of domestic milk candy. The packaging uses the pattern of red Mickey Mouse and is named "ABC Mickey Mouse Candy", which is widely loved by the public. Extended information

Origin of white rabbit toffee

The birth of white rabbit toffee can be traced back to Shanghai in 1943. At that time, a British toffee was popular in Shanghai street. This milk candy is fragrant and sticky, and is deeply loved by Shanghai people. This kind of milk candy in Britain is exclusively distributed by Shanghai Yong 'an Company, and it is imported. The price is quite expensive, and all the people who can afford this candy are rich in Shanghai.

All the raw materials of white rabbit toffee are imported and hand-produced. A small packet of toffee can be sold for half an ocean. The limitation of the British toffee audience market has made Feng Baiyong, a smart businessman in Shanghai who runs the "Aipixi Candy Factory", see a huge potential business opportunity. He tried this exotic magic milk candy alone, and the taste won Feng Baiyong's love and recognition at once.

In order to let users have a taste of unique toffee, Feng Baiyong finally made China people's own native toffee after half a year's research. Feng Baiyong drew lessons from Mickey Mouse of American Disney, designed a candy paper package with red Mickey Mouse pattern, and named it "ABC Mickey Mouse Candy".

Unfortunately, the 195s coincided with the criticism of the idea of worshipping foreign things and obsessing foreign things, and the patriotic health movement rose again. Everyone shouts at the mouse crossing the street, and the employees of Feng Baiyong factory are worried that the image of Mickey Mouse will have a negative impact, thus affecting the factory's income.

So they thought of using rabbits instead of Mickey Mouse. At that time, the image represented by rabbits was lively and kind, belonging to a natural "positive image". Feng Baiyong invited Wang Chunyan, the father of the design of "White Rabbit Butterflies". He studied in the Art Group of Shanghai Children's Palace when he was a child, but when he grew up, he gave up the road to study because of the sensitive period.

It happened that fate made him an apprentice in a candy factory, and with his own painting function, he modified the packaging for ABC Mickey Mouse toffee. In 1956, a new brand "white rabbit toffee" was born, and in 1959, it was presented to the tenth anniversary of the National Day as a result of self-reliance, so it became "national toffee".

Baidu Encyclopedia-White Rabbit