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LAKRIDS BY BÜLOW: Tasteful design

August 29, 2023

LAKRIDS BY BÜLOW is the story of passionate craftsmanship for gourmet liquorice. Founded by Johan Bülow in 2007, LAKRIDS BY BÜLOW continues their journey of creating surprising combinations and sensorial taste experiences with liquorice as the core. LAKRIDS BY BÜLOW is on a mission to make the world love liquorice.

Tasteful design


LAKRIDS BY BÜLOW went through a significant rebranding in 2019 to enhance its brand position and expand globally. They focused on refining their visual identity, sustainable packaging, and logo, even introducing a unique iconic packaging shape.


LAKRIDS BY BÜLOW is constantly working on reducing the amount of packaging and the impact of the materials they use, and this is a part of their design philosophy.

The first confectionery company in the world to do so, they have been using jars in 100% recycled plastic since 2019, thus reducing the CO2 emissions from packaging by 40%. Their production has since 2020 been running purely on green energy.

Central to the LAKRIDS BY BÜLOW narrative is the spark of inspiration that leads to the inception of ideas. Such ideas might originate from shifting seasons, prevailing trends, inputs from the inclusive LAKRIDS LOVERS tasting panel, or simply an inspiration from their Creative Team and Johan Bülow. The insights of the LAKRIDS LOVERS panel play a crucial role in shaping the outcome. Only flavours that align with the company’s rigorous benchmarks for taste, texture, and visual appeal endure the hard selection process. Successful recipes advance to an initial trial phase within the Creative Lab before it moves on to full-scale production, ensuring that only the most exceptional flavours reach the market.

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LAKRIDS BY BÜLOW is an international premium confectionery brand offering distinctive products based on innovative combinations of liquorice and chocolate founded on the Danish Island of Bornholm in July 2007. Through terrific flavour combinations and tasteful design, LAKRIDS BY BÜLOW has, in a short time, become one of the world’s favourite brands of gourmet confectionery.

LAKRIDS BY BÜLOW currently has its own stores in Denmark, Sweden, Norway, Finland, the United Arab Emirates, Germany, and soon the UK, with the products sold through almost 2,000 retailers in 35 countries.