Lakrids by Bülow

Interview – Fredrik Nilsson, Lakrids by Bülow

ALEXANDRA GORSCHE: Licorice yes or no?
FREDRIK NILSSON: Definitely yes! In Scandinavia, licorice is simply part of life – the majority of people love it.

Lakrids by Bülow was founded in 2007 as a small shop. How does it feel to be part of this success story?
It's fantastic. The big breakthrough came when we combined licorice with chocolate. This allowed us to create a whole new category. It's no longer just about “loving or hating licorice,” but about the taste experience of this unique combination.

Lakrids by Bülow is considered a sustainable brand. What exactly do you do?
For us, sustainability is not a marketing trend, but part of our DNA. Our bags are made from 100% recycled plastic, we have been B Corp certified for almost three years, and we consistently focus on reducing energy and water consumption in production. Employees can charge their electric cars on site, and we encourage as many as possible to cycle to work.

What is your personal favorite flavor?
I'm a classic Scandinavian – I love salty, black licorice without chocolate.

Your range extends from classics to seasonal innovations. How do you come up with new flavors?
We work closely with our community. When we develop new products, we send test batches to our customers. They use QR codes to give us direct feedback on taste, color, consistency, or name. This ensures that we are not just a monologue brand, but a dialogue brand.

Was there a surprise success?
Yes, definitely: Sour Strawberry. We didn't expect green strawberries to be so popular – today, the flavor is an integral part of the range.

Lakrids by Bülow is considered a luxury brand. How do you make the leap from snack to “luxury food”?
For us, luxury is the result of craftsmanship. We produce everything ourselves, paying attention to the highest quality, beautiful design, and excellent service. We only open our stores in select locations. The result is luxury—but our goal remains to create the best possible product.

Where can people buy your products at the moment – and where else do you want to go?
Germany is our largest market. Internationally, we see great potential in Asia and the US. We have only just started there. We now also have three stores in London – two years ago, we had none.

You combine high-quality design with sustainability. How do you manage this balancing act?
Packaging is important for gifts, but it shouldn't harm the environment. That's why we rely on B Corp certification and continuously check whether we are improving. Our claim: what we do tomorrow should be better than what we do today.

Which variety should first-time customers definitely try?
Passion Fruit is currently our absolute bestseller. The combination of fruity passion fruit, white chocolate, and sweet licorice is a unique taste experience.