547. Dutch Treats: FRUIT-TELLA by Van Melle of Holland, 1978

One of the most successful confectionary companies in the world today is Perfetti Van Melle, the 6^th largest in the world which produces some of the most popular candy brands known to Filipino kids like Mentos and Chupa Chups.

Van Melle made its presence in the Philippines in 1978 with the launch of FRUIT-TELLA CHEWS, soft, chewy candies that were made with real fruit juice, natural flavors, and natural colorings. The flavor varieties included Lemon, Apple, Pineapple, Banana, Orange and Stawberry. The individually-wrapped chewy candies were a hit—with sales boosted by colorfully-illustrated ads that appealed to kids.“The more you chew, the more flavor comes through”, says this FRUIT-TELLA ad, and indeed, the high quality candies earned quite a following for many years.

Their success prompted local candy makers to make their own versions, in particular, Columbia International Food Products, a longtime candy factory in the Philippines founded in 1937. It launched a similar brand of soft, chewy candies with strikingly similar shape, flavors, and even packaging called Frutos. (Note: In 2006, Columbia got into trouble with the packaging of its Chocquick milk that resembled Nestle’s MILO).

With a more established distribution system, cheaper price, and production volume capacities, Fruitos quickly gained local following. It was available in practically all outlets—from the smallest sari-sari stores to the biggest supermarkets. Never mind that it FRUIT-TELLA had a truer, more authentic fruity taste—consumers were willing to compromise.

FRUIT-TELLA eventually decreased its local flavor offerings to two: Orange and Strawberry flavors, while Columbia’s flavor range expanded to include Tropical Fruits, Milk and Shake, Milk Tea and Jelly-Filled.

 In 2001,  Italy's Perfetti SpA merged with Van Melle of Netherlands to form Perfetti Van Melle, infusing new strength in the company operations worldwide. Perfetti Van Melle would focus its energies on its other renown brands like Mentos and Chupa Chups which continue to have solid market base. For Perfetti Van Melle, the Philippines will always be an important and significant turf, for it has been in the country for over 40 years, providing good chews to one and all!

292. Bubble Gum of the ‘60s: TEXAS of Philip Sweets Mfg. Co.

TEXAS BUBBLE GUM BOX FROM THE MID-1960S.

One of the favorite bubble gums to come out in the 1960s is the pink, square gum in a waxed paper wrapper—the Original TEXAS Bubble Gum. Philip Sweets Manufacturing Co, which has been making candy and confectionary since 1949.

The company, with business address at Isabel Ave.( now renamed Gov.Pascual St.), Northern Hills in Malabon, also had another successful bubble gum brand—Tarzan—which came out in 1965. But TEXAS—which had an American state for a name—was an easy favorite.

 

PHILIP'S NW TEXAS BUBBLE GUM, 2019

In time, the chewy, minty sweet soft bubble gum gained many among school kids growing up in the 60s decade. Readily available in sari-sari stores nationwide, each one cost a centavo, but 5 centavos can get you 6 TEXAS gums.

 

NEW GENERATION TEXAS BUBBLE GUM, 2019

The brand disappeared for many years until Philips, now known as Phisman, resurrected its operations and relaunched an all-new TEXAS Bubble Gum in the 2010s.. The updated packaging captures the vibrant fun, character  and yummy taste  of the gum.  in fact, even its brands of yesteryears—including Tarzan—are now back in the Philippine candy market, winning back baby boomers as well as new millennial fans.

29. Sweet Childhood Memories: WHITE RABBIT

WHITE RABBIT AD DETAIL. Early full color ads, 1962.

WHITE RABBIT was a brand of sweet toffee candy that was first produced in China in 1943 by ABC Company—which was based on an English milk candy formula. The first ABC milk candies were named ABC Mickey Mouse Sweets, and became immensely popular among kids. However, with 1950s socialist revolution in China, the western Mickey Mouse mascot was deemed politically incorrect.

The wrapper was redesigned with a White Rabbit against an artist's paint palette, with Chinese and English hand-lettering in a color scheme of red, blue and black against a white background. The new animal label—and the candy—became China’s leading candy and started to gain more patronage worldwide.

CANDYMAN PHILIPPINES, Malabon.
Picture: http://photos.wikimapia.org/p/00/01/20/10/02_big.jpg

In 1960, Candyman Inc. in Malabon Rizal—already a leading maker of Philippine candies—was granted the license to manufacture White Rabbit for the local market.

The butter toffee candies—which were harder than the Chinese version-- found favor among sweet-toothed Filipino children and White Rabbit was soon being advertised on print ads, along with other Candyman brands like Chokom and Super Kreem. White Rabbit, however was the lead brand in all its print ads. It became the candy brand of choice for many decades-an effective ‘pampaalis ng suya”, while in school or at play.

LEFT: A very early 1961 B&W Print Ad of WHITE RABBIT advertise with
Super Kreem and Chokum. The colored print ad dates from 1962.

In July 2007, the Bureau of Food and Drugs Administration (BFAD) listed White Rabbit as among 4 Chinese brands recommended for recall due to their formalin and formaldehyde content. Although, scientific testing found the candy safe for eating, the local Philippine distributor of White Rabbit, Cheng Ban Yek & Company, bowed to the BFAD recall order.

Local manufacturer Candyman Philippines, on the other hand, contended that the White Rabbit produced here were formalin-free. The company even opened its factory doors to media to clarify reports about the BFAD pullout order.

1962 CANDYMAN Omnibus Ads, with White Rabbit as lead product.

 In 2009, White Rabbit was relaunched in China with a new brand name: Golden Rabbit, formulated with milk from Australia and New Zealand, instead of China.

Candyman Philippines continue to produce White Rabbit candies today, still loved by millions, after all these years.