Business Intelligence on Retailing, Franchising, and Consumerism in China

White Rabbit Candy Involved In Melamine Scandal

The producer of White Rabbit brand candy, Guangshengyuan Company owned by Shanghai Bright Food, has announced it is suspending production because of suspected melamine contamination.

The company said that although the result of tests conducted by the Shanghai Entry-Exit Inspection and Quarantine Bureau is not available at present, it decided to suspend the domestic sales of its products from September 26 for the sake of consumers. At the same time, the company has stopped the export of White Rabbit candy and had previously recalled all exports, some of which tested positive for melamine in Singapore earlier.

Ge Junjie, vice general manager of Bright Food, said that after their products were found contain melamine in Singapore, the group has paid great attention to this problem. It immediately requested a report from Guangshengyuan Company and established an emergency group to resolve the problem.

So far, Bright Food has implemented a series of measures, including suspending all exports of White Rabbit candy, recalling the tainted products in accordance with the regulations of relevant departments, and suspending the sales of the concerned products in the domestic Chinese market.

Ge says that the White Rabbit candy problem and the milk powder scandal have a certain effect on the group. The group will learn from the lesson and impose stricter food safety measures in the future to offer healthy, safe, and high-quality products to consumers.

White Rabbit candy has been exported to more than 50 countries and regions and has achieved sales of about USD160 million in five years. It became popular early in 1972 when it was presented as a state gift to then US president Richard Nixon.

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