(Yicai Global) March 5 -- A Chinese firm is looking into possible intellectual property infringement after a US ice-cream maker sold ice-cream flavored like White Rabbit, a popular candy in China.

Shanghai-based Guanshengyuan confirmed in a statement that it has not authorized the use of its product in the ice cream made by Los Angles' Wanderlust Creamery. The ice-cream also features the same packaging paper as the candy.

GSY has brought in a third-party trademark agent to investigate whether the ice cream involves IP infringement, state-backed news outlet The Paper reported.

Viral videos online show that ice-cream based on the candy's flavor is also being sold in Malaysia, while Hong Kong shop Igloo also sold a similar product last year.

China's online community were more focused on the fact that the product is unavailable in the country rather than any IP dispute. They have called on GSY to produce its own ice-cream products. "Time-honored brands should get with the times and develop new products because fewer and fewer people eat candy these days," one netizen said.

GSY has taken their advice on board and is exploring options with partners for crossover products this year, which is the 60th anniversary of its White Rabbit brand. The firm will continue production of White Rabbit-flavored lipstick which was a hit last year.

Editor: William Clegg