Denmark’s Revolutionary Confectioner, Lakrids by Johan Bülow, Introduces the Finest in Licorice to the US Market

Handcrafted luxury licorice and chocolate brand aims to redefine the confectionery category

Denmark’s Revolutionary Confectioner, Lakrids by Johan Bülow,  Introduces the Finest in Licorice to the US MarketLakrids by Johan Bülow, the handcrafted luxury licorice and chocolate brand from Denmark, is proud to celebrate its formal entry into the U.S. market. Having established his company in 2007 on the Danish island of Bornholm, founder Johan Bülow aims to elevate the centuries-old Scandinavian candy from a mostly misunderstood and underappreciated confectionery to a gourmet treat favored in Denmark and beyond by using only the highest-quality fresh and natural ingredients in every creation.

Upon opening his first shop in his native Svaneke, Denmark, and cooking the first batches of licorice right on the premises, Bülow enticed customers from half a mile around with the sweet smell of fresh ingredients. The sweet yet salty treat sold out within two hours of opening; a decade later, Lakrids by Johan Bülow ships to 36 countries globally and can be found in over 2,000 retailers worldwide — now including the U.S.

Over the years, Bülow has created an international name for Lakrids through delightful flavor combinations and smart, minimalist design that translates from its sleek packaging to a premium in-store experience. The difference between Lakrids by Johan Bülow and other well-known licorice candies is in the quality of the ingredients. Using real licorice root in its confections, Lakrids works closely with specialty farmers to ensure the best-tasting, most-authentic sweet licorice root is used.

Lakrids by Johan Bülow has a strong product assortment ranging from traditional flavors like sweet, red, habanero chili and salty licorice to the ever-popular chocolate-coated versions, which include dark chocolate and coffee, white chocolate with passion fruit, milk chocolate with salt and caramel, and limited seasonal editions like caramel rouge and dark chocolate with sea salt.  With an assortment as varied as this, Lakrids by Johan Bülow delivers American consumers the opportunity to experience luxury licorice that melts in the mouth, revealing the delicacy of a traditional treat with a touch of Scandinavian hygge.

“When I started back in 2007, I dreamed of building the best licorice factory in the world, producing the highest-quality licorice with surprising tastes and textures, using only the highest-quality natural ingredients,” proclaims founder Johan Bülow.

Lakrids by Johan Bülow is available online at and in store at carefully selected boutique retailers nationwide at an SRP ranging from $10 to $31.

About Lakrids by Johan Bülow

Lakrids by Johan Bülow was founded on the Danish island of Bornholm on July 7, 2007. Since then, it has created a name for itself through amazing flavor combinations and tasteful design, quickly becoming one of Denmark’s favorite gourmet confectionery brands and a staple for gastronomic chefs inspired by new Nordic cuisine. Lakrids by Johan Bülow currently has boutiques in Denmark, Sweden, Norway, Finland, Germany and Dubai, with products sold at more than 2,000 resellers in 25 countries. Products can be found at prestigious department stores like Harvey Nichols and de Bijenkorf, in luxury hotels like Park Hyatt and Four Seasons, in air with Emirates global first class or purchased online with shipping to 36 countries globally through