27 Jan '11, 6am

Return of the white rabbit sweets

Return of the white rabbit sweets

SHANGHAI - THE makers of China's White Rabbit sweets - hit hard by a massive tainted milk scandal in 2008 - hope the beloved brand will make the leap into the 21st century in the coming Year of the Rabbit. As the rabbit is the star of the Chinese lunar calendar only once every 12 years, 2011 will be the start of an ambitious period for the milk-flavoured 'creamy candies', a senior executive at Guan Sheng Yuan Group said. The sweets, first made in Shanghai in 1943, will be promoted in a pioneering overseas ad campaign and featured in a Chinese animated film tie-in. The company also plans to more than double production and widen its offerings. 'Every year we rank as the number one milk candy in China, so we are always positive about the growth outlook,' group general manager Lan Xue told AFP. 'Throughout its history, White Rabbit has always been just a soft candy, but now we...

Full article: http://www.straitstimes.com/BreakingNews/Asia/Story/STISt...

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