Welcome New Member: Lakrids by Bülow

The Danish Chamber of Commerce in Japan is delighted to welcome Lakrids by Bülow as a new Corporate Member.

Reimagining Liquorice — One Bite at a Time

Founded in Denmark in 2007, Lakrids by Bülow was born from a simple but bold ambition: to craft exceptional gourmet liquorice and share the love of this unique Nordic flavour with the world. What began as a passion project rooted in artisan craftsmanship has grown into a globally recognised confectionery brand — one that has made it its mission to change minds, one piece at a time.

Produced in a small factory just outside Copenhagen, every piece of Lakrids by Bülow liquorice is meticulously crafted, coated in silky-smooth chocolate, and finished with distinctive flavour combinations that create truly surprising taste experiences. Inspired by Scandinavian design and culinary innovation, the brand has redefined what premium liquorice can be — transforming even the most doubtful sceptics into devoted fans.

A Global Brand with Strong Danish Roots

Today, Lakrids by Bülow products are available through nearly 2,000 retailers across 35 countries, including the United States. The company also operates 45 own retail stores across Denmark, Germany, the United Kingdom, Sweden, Norway, Finland, Austria, and the United Arab Emirates.

What sets the brand apart in the confectionery industry is its dynamic multi-channel approach - balancing own retail, wholesale and B2B partnerships, and e-commerce, with approximately one third of revenue generated in each channel. This structure provides both resilience and remarkable market reach, while allowing the brand to connect with consumers in meaningful ways across every touchpoint. Travel retail further strengthens international awareness, making Lakrids by Bülow a familiar name for curious travellers around the globe.

The Products

At the heart of the range is the brand's signature chocolate coated gourmet liquorice — soft liquorice paired with smooth chocolate and inventive flavour combinations, from fruity and fresh to rich and indulgent. Available year-round, these products have become the defining expression of the brand.

Alongside these, Lakrids by Bülow also crafts pure liquorice that celebrates the depth and character of the Nordic flavour in its own right — ranging from sweeter profiles to more intense, salty expressions.

Throughout the year, the brand introduces Seasonal Limited Editions: imaginative, time-limited collections inspired by the season, new ingredients, and creative flavour pairings. These editions are eagerly anticipated by customers worldwide and have become must-try moments for liquorice enthusiasts and newcomers alike.

We look forward to seeing Lakrids by Bülow bring a true taste of Denmark to new audiences — and perhaps a few more converts along the way.