Lakrids by Bülow on Making the World Love Licorice
The story of how Johan Bülow built an iconic, luxury food brand.
Licorice is a quintessential Nordic flavor. In 2007, Johan Bülow started experimenting with licorice in his mom's kitchen before opening his first shop on the Danish island of Bornholm. Fast forward to today and Lakrids by Bülow is an iconic brand sold across 35 countries and growing. This episode traces the evolution of the company, diving into valuable lessons around food entrepreneurship, branding, and sales.
Analisa Winther, Nordic FoodTech Podcast Host 1:36
I think we should start by talking about the fact that licorice is a very beloved Nordic confectionery. But it's also the kind of thing that people either love or hate and it can be very controversial. So given this, what on earth made you go, "I want to start a licorice company."