White Rabbit Creamy Candy is white, with a soft, chewy texture, and is formed into cylinders approximately 3 cm long and 1 cm in diameter, similar to contemporary western nougat or taffy. Each candy is wrapped in a printed waxed paper wrapper, but within this, the sticky candies are again wrapped in a thin edible paper-like wrapping made from sticky rice.^[1] Although the rice wrapping layer is meant to be eaten along with the rest of the candy, it does not figure in the list of ingredients, which is limited to corn starch, syrup, cane sugar, butter, and milk. Each candy contains 20 calories.

White Rabbit sweets have been advertised with the slogan, "Seven White Rabbit candies is equivalent to one cup of milk", and positioned as a nutritional product in addition to being a sweet. The candies hence accompanied the growth of a generation. Former students of the early Deng Xiaoping era in China (1978 to the early 1990s), report taking this slogan literally and making 'hot milk' on their dormitory cooking rings by dissolving the candies in a pan of hot water.

In addition to the original vanilla flavour, new flavours such as chocolate, coffee, toffee, peanut, corn, coconut, lychee, strawberry, mango, red bean, and fruit have been added. The butter-plum flavour, characteristic of China, was also among the new flavours added through the years.