The Danish manufacturer that wants to teach the world to love licorice

Let's dig into...

The story behind  the licorice

Born in ancient Egypt over 3,000 years ago and treasured by pharaohs, licorice has travelled from royal tombs to modern tastebuds.

It later became a beloved sweet across Europe, perfected in the small town of Pontefract, England, where herbal medicine met confectionery craft. Today, licorice remains a timeless indulgence, rich, distinctive, and full of history.

The Lakrids by Bülow story

Born out of pure passion

Lakrids by Bülow began with a simple yet daring dream: to make the world fall in love with licorice. Founded in Denmark in 2007 by Johan Bülow, the brand reimagined a centuries-old Nordic classic by blending craftsmanship, innovation, and indulgence.
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What started in a small kitchen on Bornholm became a global phenomenon, transforming licorice from a humble candy into a luxury experience. Every piece is coated, cooked, and crafted with care, uniting sweet, salty, and gourmet flavors in perfect harmony.
Lakrids by Bülow isn’t just about taste, it’s about passion in redefining what licorice can be.

”We are a licorice factory.  We are good at producing great licorice, but we are not experts in shipping and moving goods around.“

Michael Ewald Hansen

CDO, Lakrids By Bülow

Our collaboration

Helping to establish
a global reach

Scaling globally means looking into logistics, precision, and seamless flows. Together, the collaboration has enabled Lakrids by Bülow to scale their direct-to-consumer and cross-border e-commerce at pace.
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Homerunner’s digital freight and shipping network allows the licorice brand to reliably deliver their premium products from Denmark to end consumers in foreign markets, handling customs, multi-carrier routing, fulfillment, returns, and peak-season surges.

Delivering results...

The world loves licorice

Throughout the years, more and more people has come to love the Lakrids by Bülow producs, and the global brand presence has opened doors to new fans.

With a courageous and innovative mindset, the team at Lakrids by Bülow has managed to bring a quality product to the market, with a new approach - allowing consumers all over the world to dig into new universe.

Local carriers ensuring fast, flexible delivery options.

Markets opened with seamless cross-border shipping.

60%

Of packages delivered directly to the home for maximum convenience.

Years of strong collaboration with Homerunner, driving growth and efficiency.