Well they certainly plan on trying. The Shanghai-based candy company has struggled to recover from melamine contamination two years ago, and is seizing on the Year of the Rabbit for a comeback. In the coming months, they plan to more than double production, expand their range of candies, launch an overseas ad campaign and market the sweets in a Chinese animated film tie-in.
The company attempted a slight re-branding in 2009 when it first began exporting the candy again after the melamine scandal. They added Golden Rabbit candy for foreign consumers who would prefer their milk candy to come out of Australian cows, and started producing the original White Rabbit using milk from New Zealand.
This new push will include things like White Rabbit bubble gum and hard candy! But to be honest, do they even need to try? Seeing as people are snatching up live bunnies with a fanatic disregard that would give Elmer Fudd pause, there’s little doubt in my mind that every kid around China will get handed at least a bag or two of everyone’s favorite rabbit-themed milk candy.