Lakrids by Bülow A - THE ORIGINAL chocolate coated liquorice

Lakrids by Bülow is a premium Danish confectionery brand founded by Johan Bülow in 2007 on the island of Bornholm. The brand is credited with reinventing liquorice as a gourmet product, specifically through its 'A - THE ORIGINAL' line, which features a sweet liquorice core coated in milk chocolate and liquorice powder.

The brand's production is centralized in its own factory located in Hvidovre, near Copenhagen, Denmark. This facility handles the entire process, from cooking the liquorice to coating and packaging, ensuring high standards that have earned the company B Corp certification.

In terms of ownership, the brand saw a major transition in late 2025. After nearly a decade under the Swedish private equity firm Valedo Partners, Lakrids by Bülow was acquired by IDG Capital, a global investment firm with headquarters in China. This acquisition is aimed at accelerating the brand's international expansion into major markets like the US and Asia while maintaining its distinct Danish craftsmanship and production base in Denmark.