Lakrids by Johan Bülow

What Lakrids by Johan Bülow does

Lakrids by Johan Bülow A/S is a Danish premium confectionery company founded in 2007 (legal entity established January 1, 2010) by Johan Bülow, specializing in gourmet liquorice coated with chocolate. All products are built on a gluten-free, gelatin-free rice flour base and combined with white, milk, dulce, or dark chocolate coatings, often finished with a sugar-shell dragee, producing a portfolio of 33+ sweet liquorice SKUs across core letters (A-THE ORIGINAL, B-PASSION FRUIT, C-SOUR STRAWBERRY, D-SALT & CARAMEL, F-DARK & SEA SALT) plus seasonal limited editions (Spring, Summer, Easter, Christmas), selection boxes, and the Slow Crafted organic sub-brand. Production runs from a single headquarters and manufacturing facility at Sydholmen 5, Hvidovre, Denmark.

The company operates a multi-channel distribution model: direct-to-consumer through its own e-commerce platform lakridsbybulow.dk with EU-wide shipping (free over 400 DKK), company-owned retail stores located through a global store finder, a worldwide third-party retailer and distributor network, and a B2B corporate gifting program with custom logo branding, 14-day invoiced credit terms, and factory experience events. Pricing is unit-based across size tiers (115-150g small, 270g regular, larger jars) at 95-349 DKK per SKU retail, with quote-based B2B pricing.

Customer segments center on premium gift buyers and personal indulgence consumers (primarily), supplemented by corporate/B2B gifting clients, liquorice enthusiasts and skeptics targeted through a "Share it with a hater" sampling campaign, and seasonal advent calendar purchasers. Brand reach is anchored by 55,000+ five-star reviews and recurring international press coverage; the company holds B Corp certification (achieved January 2024, first premium confectionery in the Nordics) and partners with Nespresso on co-branded coffee pairings and recipes. Germany became the company's largest market in 2023 and the 2024 annual report references strong revenue and profit growth.

Name

Lakrids by Johan Bülow

Legal name

Lakrids by Johan Bülow A/S

Website

https://lakridsbybulow.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Lakrids by Johan Bülow is a Danish premium confectionery company that produces gluten-free, rice-flour-based gourmet liquorice coated with chocolate, selling a 33-SKU portfolio plus seasonal limited editions through its own e-commerce platform, owned retail stores, a worldwide distributor network, and B2B corporate gifting.

Ownership category

akta.pro rank

Product category

Premium Confectionery

NAICS

Sugar and Confectionery Product Manufacturing (3113), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Chocolate & Chocolate Confectionery (CRADABAA)

Keywords

• Gourmet liquorice
• Chocolate confectionery
• Premium confectionery
• Liquorice products
• Gift boxes

Headquarters

HQ city

Hvidovre

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue from sales through the company's own online store (lakridsbybulow.dk) to consumers across Denmark, EU, and international markets. Products include regular jars, selection boxes, limited editions, and seasonal items. Pricing ranges from 69 DKK (small 150g) to 349 DKK (LOVE SELECTION BOX).
2. Retail and Wholesale Distribution: Revenue from selling to retail partners and distributors worldwide. The company maintains a global network of retailers. Corporate gifting solutions are offered to business customers with custom branding.
3. Corporate/B2B Gifting: B2B solutions for corporate gifts, including custom logo branding, factory experience events, and dedicated business ordering. Business customers receive 14-day credit terms and invoicing.
4. Retail Store Sales: Revenue from Lakrids by Bülow's own physical retail stores. The website references a store locator, factory experience events, and direct in-store purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Lakrids by Johan Bülow manufactures and sells premium chocolate-coated gourmet liquorice confectionery under its own brand. The product range includes core chocolate-coated liquorice SKUs (e.g., A-THE ORIGINAL, B-PASSION FRUIT, D-SALT & CARAMEL), seasonal limited editions, an organic Slow Crafted sub-line, gift selection boxes, and Easter eggs. The company operates its own factory in Hvidovre, Denmark, and distributes globally via its e-commerce site, own-brand retail stores, and third-party retailers, with a B2B corporate gifting service offering custom-branded packaging.

Product overview

Lakrids by Johan Bülow is a Danish premium confectionery company specializing in gourmet liquorice coated with various types of chocolate. The product portfolio centers on the core 'Lakrids med Chokolade' (Liquorice with Chocolate) line featuring 33+ varieties in different sizes (Small, Regular, Large), organized into product families including: A-THE ORIGINAL (milk chocolate classic), B-PASSION FRUIT (white chocolate with passion fruit), C-SOUR STRAWBERRY (tart strawberry), D-SALT & CARAMEL (salted caramel), F-DARK & SEA SALT (dark chocolate), plus various fruit and floral flavors. The company offers seasonal Limited Editions (Spring with LIME CRACKLE and CRISPY CARAMEL, Summer with tropical YUZU), organic SLOW CRAFTED sub-brand with ANNIVERSARY editions, and Selection Box gift collections (LOVE, Standard, Summer, Spring, SLOW CRAFTED). Easter ÆGG products represent the seasonal Easter offering with 470g decorative eggs. The Lakrids Lovers loyalty program provides exclusive member access. B2B corporate gifting with custom logo branding is available for business clients.

Differentiator

Problem solved

Functional benefit

Brands

• Lakrids Lovers: A loyalty program for liquorice lovers offering exclusive treats, MINIs with every purchase, and targeted marketing communications for members.
• LAKRIDS BY BÜLOW X NESPRESSO

Products and services

• A - THE ORIGINAL The original chocolate-coated liquorice SKU: sweet liquorice coated in premium milk chocolate and finished with fine liquorice powder, sold in a 270g jar. Created by founder Johan Bülow as the company's first product.
• Lakrids med Chokolade — core flavor range (B - PASSION FRUIT, C - SOUR STRAWBERRY, STRAWBERRIES & CREAM, ELDERFLOWER, D - SALT & CARAMEL, F - DARK & SEA SALT, BANOFFEE, PINK PINEAPPLE, MIXED LOVE, etc.)

Quantifiable outcome

• Advent calendar production grew from 1,000 units (2011) to 300,000 units (2025), representing a 300x increase
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• NespressocoreGTM or Marketing PartnerLakrids by Bülow has an ongoing marketing and recipe co-development partnership with Nespresso. The collaboration features three exclusive LAKRIDS BY BÜLOW X NESPRESSO coffee recipes: Vietnamese Liquorice Reverso, Liquorice Cherry Cappuccino, and Liquorice Affogato Crunch. Additionally, flavor pairing recommendations are featured, such as CLASSIC CARAMEL paired with Vertuo Fortado and A - THE ORIGINAL paired with Vertuo Melozio. A competition is associated with the partnership offering a Vertuo Creatista coffee machine as prize. The partnership positions Lakrids by Bülow as a premium coffee pairing brand.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fazer: Finnish family-owned confectionery company producing premium chocolate bars, biscuits, and liquorice products. Fazer is the leading Nordic confectionery brand and the most direct geographic and category peer to Lakrids by Bülow, competing for the same premium Nordic gifting shelf and consumer.
• Cloetta: Swedish-listed confectionery group behind iconic Nordic brands including Kexchoklad, Plopp, and Ahlgrens bilar. Cloetta is a direct competitor across chocolate and sugar confectionery in the Nordic region with similar retail and gifting distribution models.
• Panda (Orkla): Finland's most recognized liquorice brand, owned by Orkla. Panda is the most direct liquorice-category competitor to Lakrids by Bülow, sharing the Nordic liquorice heritage and overlapping shelf space in retail and travel-retail channels.
• Tony's Chocolonely: Dutch premium chocolate brand built on ethical-sourcing mission, B Corp certified, with strong DTC and retail distribution. Tony's is the closest strategic peer to Lakrids in mission-driven premium confectionery, competing for the same conscious-consumer and corporate-gifting segments across Europe.
• Hotel Chocolat: UK premium chocolate brand with owned retail stores, subscription model, and gifting collections. Hotel Chocolat shares Lakrids' premium positioning, multi-channel DTC-plus-retail model, and seasonal advent-calendar strategy.
• Toms Gruppen: Danish confectionery company with a heritage portfolio of chocolate and sugar confectionery. Toms is a direct Danish regional competitor sharing the same home market, retail channels, and gifting occasions as Lakrids by Bülow.
• Ritter Sport: German family-owned premium chocolate manufacturer with strong retail and DTC distribution. Ritter Sport competes in the same European premium-chocolate gifting category and overlaps with Lakrids in German retail accounts.
• Neuhaus: Belgian premium chocolate brand specializing in luxury pralines and gifting assortments. Neuhaus shares Lakrids' premium gifting positioning, elegant packaging, and seasonal-collection strategy across European premium retail and DTC channels.

Broad incumbents

• Haribo: World's largest manufacturer of gummy and liquorice confectionery, including liquorice brands like Katjes and Lakritze. Haribo competes with Lakrids in liquorice at mass-market price points, though Lakrids' premium positioning targets a different buyer.
• Lindt: Swiss premium chocolate maker with a global master chocolatier brand and a well-known advent calendar business. Lindt is a broader incumbent competing in the same premium chocolate gifting space, particularly at Christmas, though at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@LAKRIDSBYBULOW
• Facebookfacebook.com/lakridsbyjohanbulow
• LinkedInlinkedin.com/company/lakrids-by-johan-b-low
• Instagraminstagram.com/lakridsbybulow
• Pinterestpinterest.com/lakridsbybulow
• Xx.com/LakridsbyBulow

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lakrids by Johan Bülow