New Delhi: A Chinese ice cream with rabbit flavour has become a global brand. As the name creates curiosity, so is its history of origin & dissemination to many parts of the world.
When it was first launched, it tasted nothing less than a ‘cheap vanilla’. The candy first manufactured in Shanghai in 1940s comes in red-white & blue packaging and is among a must-have confectionary item for Chinese kids. As Chinese people started emigrating to other countries, they took the white, cream candy along with them.
The Wanderlust Creamery in Los Angeles (US) is also witnessing a big line-up of visitors, for couple of years. White Rabbit is a mainstay of Wanderlust’s ice cream products and is sold in their webshops.
People may be lining up the outlet for bestselling ice cream but it is more about Chinese diaspora, associated nostalgia than just the taste.
The Rabbit brand originated long ago in Shanghai in 1943. It was launched by ABC Company but as it turned defunct, the business was taken over by state-owned Guan Sheng Yuan Food Group. Till date, it is run by the same corporation.
Initially, the candies had a picture of Mickey Mouse on the wrappers, to appeal to the taste of children. But, as time passed, the company decided to rebrand and refurbish its outlook and thus added a cartoon rabbit on the packaging instead.
The craze for White Rabbit became so popular in China that a pop-up milk tea shop in the city imitated the model and had people lined in queues for hours for buying a cup of White Rabbit Milk tea.
Controversy around White Rabbit
The White Rabbit brand has a rich history of 63 years of savouring people’s taste buds. However, it had its share of controversies & hiccups along the way.
In 2007, a recall order was issued for Rabbit candies in 2 Asian nations including Philippines & Indonesia, as formaldehyde was detected in some packaged products, imported from China.
Though food products like fruits & milk contain moderate amount formaldehyde naturally but intake of large amount may cause poisoning, leading to symptoms like headaches and vomiting.
Controversies aside, the White Rabbit is a globally loved brand and serves as an inspiration for food products and branded items.
