Lakrids by Bülow celebrates International liquorice day with world record tasting session bid
pic: Lakrids
A bold campaign featuring a million confectionery samples will be unleashed by Lakrids by Bülow for what is believed to be a global record attempt of its kind tomorrow and Saturday (11-12 April), as it sets out on its continuing mission to make the world taste liquorice, reports Neill Barston.
According to studies, presently, around a third of Brits are not enamoured of this classic form of confectionery, but to its credit, the brand has sought to change those perceptions with innovative tastes and flavours including gourmet chocolate coated offerings.
For the campaign starting tomorrow, shoppers can attend one of its London stores, or at branches of John Lewis across the country, with the company commissioning research around the subject. As the business found, there were polarising opinions around the taste of liquorice, but it believes that it is winning the battle of educating a love of liquorice.
Its study found almost a quarter of Brits claim they could never be converted into liquorice lovers – and it is notably is more popular among the older generation, whereas younger generations hold a strong aversion to it, with over 50% of Brits aged between 18-24 admitting they dislike or even hate liquorice
Only 7.6% of people have been converted from a hater to a lover previously, however over half of Brits have never tasted liquorice in a chocolate-coated form.
Speaking on the company’s recent annual results performance, CEO Fredrik Nilsson underlined that the company had delivered a record performance last year in terms of its revenues, and that Britain had become a strong element in its success strategy.
He commented: “In 2024, we have continued to build on our strategy of international expansion with the opening of seven new stores outside Denmark, including our third UK store. The UK is a vital part of our international growth strategy. We have seen an incredible response from British consumers, and our continued investment in physical retail, along with digital growth, is proving successful.
