Weng Mao, former chairman of Chinese food giant Guan Sheng Yuan Group, was hit on the head by a falling rock and died at a scenic spot in central China, the company said on Friday.

Weng, 67, was walking down the steps in Yuntai Mountain in China's Henan province when he was accidentally hit on the head by a rock kicked down by a monkey, according to a statement released by the company.

He was rushed to the hospital after receiving emergency treatment at the scene but didn’t make through, the statement said.

Weng had been in good health after retirement and was a photography enthusiast, according to local media’s report after the accident.

The Shanghai-based Guan Sheng Yuan Group is a renowned Chinese food brand with a history of nearly 100 years, and is the producer of the White Rabbit candy, a popular sweet considered part of the childhood memory of many generations of Chinese people.