Candy crush: White Rabbit milk-flavoured lip balm to be launched in China

The Chinese media reported that leaked images of packaging featuring the candy’s iconic retro design had been circulating online.

A senior brand manager of the makers of the candy told Chinese publication 21jingji.com that the products are still in the process of being produced and stocked.

A chewy milk candy encased in edible rice paper, White Rabbit was created in 40s by the Shanghai-based ABC Candy Factory and remains one of the most beloved candies in countries like China, Singapore and Malaysia. In 1997, the White Rabbit brand was bought over by Chinese food manufacture Guan Sheng Yuan (Group) Co Ltd.

Social media stir

A popular childhood snack across Asia, the news quickly became viral on Chinese social media.

Last Thursday, South China Morning Post’s Goldthread reported that Weibo users joked they were likely to accidentally consume the White Rabbit-flavoured lip balm.

While the product’s official release is set for next month, the large interest in the lip balm has prompted the company to make a limited sets available on September 20, the company told 21jingji.com.

However, those with more patience will be able to get their hands a special gift box with more “classic elements”​ with purchase of the lip balm, it added.

A listing on the Chinese online marketplace Taobao​ suggests the product will cost ¥95 ($13.82). The listing also comes complete with pictures, with one of its promotional images with a slogan in Chinese that reads: “Sweet memories, innocent times”.​

Food-inspired beauty fad

White Rabbit is not the only snack that has been given the beauty treatment.

Early this September, Korean brand Tony Moly teamed up with Samyang Foods to release a collection inspired by the company’s popular instant noodle, Samyang Fire Noodles.

Known for its intense spiciness, Samyang Fire Noodles went viral through a series of YouTube challenges.

The collection consists of four products, including a cushion foundation, lip tint, lip balm and blusher, and is said to be able to recreate the flushed look caused by eating Samyang’s spicy noodles.

Tony Moly, which known for its quirky packaging, designed packaging inspired by Samyang Fire Noodle for the cosmetics.

The collection’s Hot Edition Hot Coverdak Cushion is packaged in an instant cup noodle box with a foundation refill that is packaged to look like a sachet of flavouring.

While the quirky packaging may attract consumers, their similarities to the actual food products could raise concerns.

Earlier this month, China’s FDA ordered the recall of Pure & Mild’s Skin Juice Refresher over concerns that it looked and sounded too much like a beverage, which could potentially confuse consumers, especially children.