This International Liquorice Day, 12th April 2024, will see the world’s largest liquorice tasting take place, as Danish confectionery brand LAKRIDS BY BÜLOW hands out one million free pieces of its gourmet liquorice across the globe. Taking place in more than 200 locations across seven countries, the global tasting will be a liquorice experience beyond the ordinary, spreading the joy of the Nordic flavour worldwide.

Last year, the brand launched its global campaign ‘WE MAKE THE WORLD TASTE LIQUORICE’, which saw the distribution of 500,000 chocolate-coated liquorice samples worldwide. This year, LAKRIDS BY BÜLOW is doubling their goal, aiming to share one million pieces of liquorice with lovers and sceptics alike, in an ambitious bid to achieve their goal of making the world love with liquorice – one liquorice at a time. Each participant will be given two pieces of delicious SALT & CARAMEL chocolate-coated liquorice: one to enjoy themselves, and one to share with a hater.

“We know some may view liquorice as a polarising flavour, however at LAKRIDS BY BÜLOW, we believe our Danish gourmet liquorice can convert even some of the biggest haters,” says Patricia Winkel-Pedersen, Chief Marketing Officer of LAKRIDS BY BÜLOW. “Our deep dedication to craftsmanship and our authentic approach to the production, ensures each bite of liquorice is unlike anything you have tried before. We constantly strive to push boundaries and challenge ourselves to find new ways to accelerate our mission to make the world fall in love with liquorice, and invite all sceptics to take part in our tasting this International Liquorice Day.”

From Copenhagen to Berlin to Dubai, LAKRIDS BY BÜLOW is popping up across the globe to convert liquorice critics into lovers. Liquorice lovers in the UK can visit John Lewis stores across the country, LAKRIDS BY BÜLOW London stores in Seven Dials (Covent Garden) and Canary Wharf, and also Canada Place Crossroads in the shopping centre at Canary Wharf, where LAKRIDS BY BÜLOW staff will be handing out free liquorice treats. In addition, everyone in the world who shops online at lakridsbybulow.co.uk on 12th April will receive a free gift with purchase.