A new ice cream pop flavored after a classic Chinese candy that has won screams of joy and fans online could be in violation of trademark laws, local media reported Wednesday.

White Rabbit Ice Cream, named and flavored after the milky, taffy-like candy first sold in 1943, created a stir on social media when a Net user spotted it at a Beijing beverage market.

Sweet seekers soon rejoiced when they were found for sale on the city's Wangfujing Pedestrian Street for 7 yuan ($1.2) each.

However, the candy's manufacturer, Shanghai Guanshengyuan Foods, on Tuesday denied ever producing an ice cream or licensing their brand, media reported.  

Fans of the frozen treat had tracked down the ice cream's maker, Sijiyinpin, in Anshan, Liaoning Province. Calls to the company went unanswered, read the report.

The ice cream first caught the attention of nostalgia-hungry Chinese on social media when Sina Weibo user "chushi" posted photos on Saturday.

Netizens have since found wholesale vendors online selling the pops for 1,000 yuan ($161) a case. They are not yet available in Beijing supermarkets, the report said.

Beijing Morning Post