Zhang said it would be extremely costly for Zhejiang Sanlu to create a new customer mindset.

"Most customers won't even be aware that today's Sanlu is a different company because the logo has barely changed," he said.

Jiang admitted the company is not sure how customers will react to the new Sanlu.

"This is our only concern about the future. Our products and management are excellent," Jiang said.

Liang Xiuqin, 58, said even if Sanlu belongs to a new company, she wouldn't risk buying its new products because similar products from other brands exit with better reputations.

"After all, they are not daily necessities," she said.