From Bornholm to the world: How Johan Bülow reinvented licorice
Johan Bülow comes from a family of entrepreneurs and knew early on that he wanted to build something of his own — something that stands out from the ordinary. His choice fell on licorice, a candy deeply rooted in Scandinavia, which he considered underestimated and too rarely taken seriously. On 07.07.2007, he opened his first shop in Svaneke, a small harbor town on the Danish island of Bornholm — after nine months of experimenting and learning the craft from scratch. The basic idea was simple and sensual at the same time: to cook the licorice directly in the shop so that you could smell it within a radius of 100 meters. Within the first two hours of opening, everything was sold out.
Demand grew faster than the small shop could handle. Bülow rented a factory in the Copenhagen suburb of Taastrup, installed a licorice machine there, and systematically expanded the range. The island shop became an international brand — today, Lakrids by Bülow is one of the best-known Scandinavian gourmet labels in the European premium licorice segment.
Craftsmanship instead of industry: natural ingredients, clear recipes
What distinguishes Lakrids by Bülow from industrial confectionery manufacturers is the consistent refusal to compromise on the selection of raw materials. All products are made from natural ingredients. Instead of wheat flour, rice flour is used — making the entire range naturally gluten-free. The base is licorice extract, supplemented by molasses, invert sugar, and anise oil; depending on the variety, milk or white chocolate, freeze-dried fruits, or salt are added. In 2009, Bülow launched chocolate-coated licorice cores for the first time — a combination that still characterizes the company today and defines its range most strongly. Since 2019, the packaging has been made of 100% recycled and recyclable plastic.
A range between classic and seasonal creativity
The heart of the range is the chocolate-coated licorice balls in clearly numbered and named varieties — from classic-sweet to salty-caramel to fruity variants with passion fruit or raspberry. Characteristic is the interplay of an intense licorice core and carefully coordinated couverture: the combination of a strong licorice note, creamy chocolate, and the respective aroma core — such as caramel, dates, or sea salt — creates a texture and aroma structure that differs fundamentally from ordinary licorice pastries. The core range is supplemented by seasonal editions such as the BLACK BOX — SPRING as well as special formats for gifting. The range is suitable for pure tasting, as a companion to coffee or espresso, and as a gift idea for anyone who previously thought licorice was a one-dimensional affair.
