lakridsbybulow.com All rights reserved. Sydholmen 5 2650 Hvidovre Denmark

What lakridsbybulow.com All rights reserved. Sydholmen 5 2650 Hvidovre Denmark does

Lakrids by Bülow is a Danish premium confectionery company founded in 2007 by Johan Bülow, producing gourmet chocolate-coated liquorice, pure liquorice, organic slow-crafted liquorice, and curated gift boxes. Its core product architecture pairs a sweet or salty liquorice core with a chocolate coating (milk, white, or dark, sourced via the Cocoa Horizons Foundation), refined into a numbered assortment (e.g., "A – THE ORIGINAL", "B – Passion Fruit", "D – Salt & Caramel") that has been incrementally expanded since 2009. The catalog spans 68 SKUs across Liquorice with Chocolate, Pure Liquorice, Slow Crafted Liquorice, Gift Boxes, Limited Editions, and corporate gift solutions, plus a Factory Experience tour offering in Copenhagen.

The business operates a hybrid go-to-market model with three monetization streams. Direct-to-consumer sales run through an EU e-commerce store (lakridsbybulow.com, free shipping over €50) and a US store (lakridsbybulow.us), supported by DHL shipping to Denmark, Norway, Sweden, Germany, Finland, the UK, the US, and additional markets. Wholesale distribution covers 1,500+ retail partners across 6 countries including Germany and Dubai, with individual SKUs priced €8.95–€28.95 and gift boxes €23.95–€80.80. A B2B corporate channel handles branded gifts, flowpacks, Advent calendars, and private label solutions on a quote basis. The company is headquartered in Hvidovre, Denmark, manufactures in Taastrup, and operates the Lakrids Lovers loyalty program, a content blog, and a multi-platform social presence.

In January 2024 the company became the first premium confectionery B Corp in the Nordics, reinforcing an ESG positioning that supports both consumer and corporate-buyer demand. In August 2025 the company was acquired by IDG Capital to accelerate international expansion. Johan Bülow remains associated with the brand, while Fredrik Nilsson serves as CEO, with additional leadership across product development, design, and production. More than 50% of turnover is generated outside Denmark, making export execution a core competency and the primary lever for the next phase of growth.

Name

lakridsbybulow.com All rights reserved. Sydholmen 5 2650 Hvidovre Denmark

Legal name

Lakrids by Bülow

Website

https://lakridsbybulow.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Lakrids by Bülow is a Danish premium confectionery company founded in 2007 that produces gourmet chocolate-coated liquorice, organic slow-crafted liquorice, and curated gift boxes, selling direct-to-consumer online and through 1,500+ retail partners across 6 countries plus a B2B corporate gifting channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Hvidovre

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct B2C Product Sales: E-commerce sales of gourmet chocolate-coated liquorice and gift boxes directly to consumers through their website. Products include various flavors, sizes, and limited editions.
2. B2B Corporate Gifts & Private Label: Corporate gifting solutions including standard catalogue products, custom packaging, flowpacks for events/trade fairs, Advent calendars, and private label products with company logos.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Lakrids by Bülow produces and sells premium chocolate-coated gourmet liquorice, organic Slow Crafted liquorice, traditional pure liquorice, curated gift boxes, seasonal limited editions, and exclusive Lakrids Lovers products. The company also offers B2B corporate gifting solutions including branded packaging, flowpacks for events and trade fairs, Advent calendars, private label manufacturing, and Factory Experience tours at the Copenhagen production facility.

Product overview

Lakrids By Bülow is a Danish premium confectionery company offering a portfolio of luxury chocolate-coated and pure liquorice products. The core product lines include: Liquorice with Chocolate (the classic A-F assortment featuring chocolate-dipped gourmet liquorice in varieties like Original, Passion Fruit, Salt & Caramel, and Salmiak), Organic Slow Crafted Liquorice (handcrafted organic varieties including Dark Truffle, Caramel Date, Mango & Vanilla, and Milk & Honey), Pure Liquorice (traditional numbered varieties 1-4 in Sweet, Salty, Red, and Habanero flavors), Gift Boxes (curated selection boxes including the heart-shaped LOVE SELECTION BOX, BLACK BOX combinations, and seasonal themed boxes), and Limited Editions (seasonal collections like Summer and Love featuring unique tropical and fruit flavors). The company also offers B2B Company Solutions including corporate gifting, branded products, flowpacks for events, and private label options, as well as Factory Experience tours at their Copenhagen production facility. Products are B Corp certified, gluten and gelatine free, and chocolate is sustainably sourced through Cocoa Horizons Foundation.

Differentiator

Problem solved

Functional benefit

Brands

• Slow Crafted Liquorice: Organic slow crafted liquorice product line featuring pure handcrafted indulgence with varieties like Anniversary, Dark Truffle, Caramel Date, Mango & Vanilla, and Milk & Honey.
• A - THE ORIGINAL
• Lakrids Lovers

Products and services

• Liquorice with Chocolate (Classic Assortment A–F) Core product line of gourmet chocolate-coated liquorice featuring six varieties: A - THE ORIGINAL (milk chocolate with sweet liquorice), B - PASSION FRUIT (white chocolate with passion fruit), C - SOUR STRAWBERRY, D - SALT & CARAMEL, E - SALMIAK, and F - DARK & SEA SALT. All chocolate is sustainably sourced through Cocoa Horizons Foundation. Sold directly to consumers and through retail partners globally.
• Organic Slow Crafted Liquorice Pure handcrafted organic liquorice products including ANNIVERSARY (organic milk chocolate-coated), DARK TRUFFLE, CARAMEL DATE, MANGO & VANILLA, MILK & HONEY, and HONEY SLOW CRAFTED sticks. Made with organic ingredients in Copenhagen.
• Pure Liquorice Traditional plain liquorice products including numbered varieties: 1 - SWEET, 2 - SALTY, 3 - RED, and 4 - HABANERO, available in 150g and 360g sizes. Also includes liquorice for cooking with SYRUP - LIQUID LIQUORICE.
• Gift Boxes & Selection Boxes Curated selection boxes for gifting occasions including LOVE SELECTION BOX (435g, €39.95), BLACK BOX (combinations of classic flavors), SMALL SELECTION BOX, SLOW CRAFTED SELECTION BOX, SUMMER SELECTION BOX, and seasonal themed boxes. Prices range from €23.95 to €80.80.
• Limited Editions Seasonal and limited-quantity products including LOVE (strawberries & cream, peaches), SUMMER (pink pineapple, lemon), SPRING, and special holiday collections with unique flavors and packaging.
• Lakrids Lovers Editions Exclusive products for members of the Lakrids Lovers loyalty community, featuring limited-edition flavors such as YUZU (Japanese yuzu with white chocolate, 270g, €21.50), BANOFFEE (dulce chocolate with banana, 270g, €21.50), COPENHAGEN SUMMER, and STRAWBERRY MATCHA.
• Summer Collection 2026 Seasonal limited edition featuring tropical flavors PINK PINEAPPLE and LEMON with white chocolate, plus MIXED SUMMER variety boxes. Part of the summer limited edition product line.
• Love Collection 2026 Heart-themed limited edition featuring STRAWBERRIES & CREAM, PEACHES, and MILKSHAKE flavors with white chocolate, presented in special heart-shaped gift boxes.
• Company Solutions (B2B) B2B corporate gifting and business solutions including branded liquorice, flowpacks for events and trade fairs, Advent calendars, and private label options with company logos. Includes factory tours for corporate events. Sold via dedicated B2B sales team ([email protected]) with quote-based pricing.
• Factory Experience Tours Guided tours of the liquorice factory in Copenhagen where visitors can taste warm gourmet liquorice straight from the production line, explore the history of Lakrids by Bülow, and enjoy behind-the-scenes experiences.

Quantifiable outcome

• Turned skeptics into Lakrids Lovers with their unique chocolate-coated liquorice concept

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Compartés Chocolatier: LA-based premium craft chocolate brand with innovative flavor profiles (similar to Lakrids' yuzu and passion fruit experimentation), D2C e-commerce focus, and premium gift box positioning. Comparable scale and innovation-driven premium positioning.
• Fazer: Finnish premium confectionery company producing chocolates, biscuits, and confectionery with strong Nordic heritage. Most direct geographic and category peer to Lakrids by Bülow, with overlapping retail distribution and product portfolio structure.
• Tony's Chocolonely: Premium ethical chocolate brand with strong B Corp credentials, mission-driven positioning, and pan-European retail presence. Closely comparable to Lakrids by Bülow in combining premium pricing, sustainability credentials, and chocolate-based product innovation targeting gift buyers.
• Hotel Chocolat: UK-based premium chocolate brand with direct-to-consumer e-commerce, subscription model, and curated gift boxes. Comparable business model and premium gifting positioning to Lakrids by Bülow, with similar international expansion ambitions.
• Pernigotti: Italian premium confectionery brand specializing in chocolate-covered specialties including nougat and gianduiotto. Comparable product format (chocolate-coated specialty confectionery) and premium gifting positioning to Lakrids by Bülow.
• Cloetta: Swedish-origin confectionery manufacturer with strong Nordic presence and broad product range including chocolate and pastilles. Operates at significantly larger scale but competes in similar confectionery categories and Nordic retail channels.

Broad incumbents

• Neuhaus: Belgian premium chocolate brand specializing in gift boxes, pralines, and seasonal collections with strong European retail presence. Direct competitor in premium chocolate gifting category with comparable price points and gift box format.
• Haribo: Global confectionery incumbent with extensive retail distribution including the 1,500+ stores where Lakrids by Bülow products appear. Operates at massive scale across confectionery categories but lacks premium gifting positioning.
• Ritter Sport: German family-owned premium chocolate manufacturer with strong European retail presence and gifting positioning. Comparable premium chocolate positioning with overlapping retail distribution channels in German-speaking markets.
• Lindt & Sprüngli: Global premium chocolate leader with extensive gift box assortment and strong seasonal positioning. Competes with Lakrids by Bülow in premium chocolate gifting but at much larger scale and broader product portfolio across multiple chocolate categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@LAKRIDSBYBULOW
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• Pinterestpinterest.com/lakridsbybulow

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 →

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