CALLING ALL LIQUORICE HATERS! THIS ONE IS FOR YOU… 

Do you know someone who insists they hate liquorice? This April, Brits across the nation are being challenged to put that opinion to the test as part of Danish gourmet confectionery brand LAKRIDS BY BÜLOW’s ambitious global initiative, converting liquorice haters into lovers, one tasting at a time.

To mark International Liquorice Day (12th April), the brand is launching the world’s largest liquorice tasting, inviting fans and sceptics alike. The concept is simple: Bring a Hater. Participants are invited to visit LAKRIDS BY BÜLOW stores across London or order online, bringing along someone who claims they dislike liquorice. In return, they’ll be offered a complimentary tasting experience designed to challenge expectations. 

Every liquorice lover knows someone who proclaims that they hate it, in fact LAKRIDS BY BÜLOW recently discovered that the UK is the most skeptical nation when it comes to the flavour, with over a third of Brits actively disliking it, and almost a quarter claiming they could never be converted. International Liquorice Day is the perfect moment to challenge that perception, bring a hater and see if they can be converted!

Complimentary tastings will be available between Tuesday 7th – Sunday 12th April at 36 John Lewis nationwide, Liberty London and at the LAKRIDS BY BÜLOW stores in Canary Wharf, Monmouth Street Seven Dials, and Westfield London.

“Many people believe they don’t like liquorice, but we know that’s often because they haven’t tasted our gourmet craftsmanship yet,” said Fredrik Nilsson, CEO of LAKRIDS BY BÜLOW.“We believe the power of taste is our greatest asset as our liquorice is crafted to surprise even the most sceptical palates. This April, you bring a hater, we supply the liquorice, and together we can make the world love liquorice, one piece at a time.”

Thousands of tasting moments across the UK and worldwide will collectively form the world’s largest liquorice tasting, furthering LAKRIDS BY BÜLOW’s mission to make the world love liquorice. Everyone is invited to bring a hater, taste, and potentially walk away with a new shared obsession.