Lakrids - A Danish Love Affair

Having worked hard on my fitness over the last few months, I felt it important to keep to my healthy eating plan.  Not so easy with the season that’s in it, dinners, lunches, drinks….  So when my husband brought home a very classy advent calendar, I was torn.  Should I open it and eat what was inside?  The smooth black box with a gold band advertising ’24 Little Black Secrets’ was very much aimed at an adult market, so I didn't want to open it in case I couldn't stop at just one sweet.
I resisted until Saturday, the 7^th December, at which point I opened up the box for December 1^st.  The sweets were AMAZING!  Small chocolate balls, covering a small piece of delicious liquorice.  The chocolate was the best I have ever eaten – and I have eaten a lot of chocolate!  It melts at just the right rate and all of the flavours invade your whole mouth.  After the chocolate melts, you’re left with a delicious piece of liquorice to chew. 

I quickly finished the two pieces and opened the box for December 2^nd, 3^rd, 4^th, 5^th, 6^th and 7^th.  Each sweet was as delicious as the last and there was also a jar of liquorice syrup to use on day 6.  

I was a little confused about how to use the syrup, however, on looking at the inside of the numbers, there was a message or an instruction to follow for each day, including a link to a website that outlined recipes for the syrup. 

There were tasks such as posting liquorice inspired photos on Instagram and seeing them posted on the FB page for Lakrids by Johan Bülow.  Other tasks involved writing slogans and suggesting interesting things to do with the liquorice syrup.  The level of thought that had gone into planning this level of customer interaction on social media platforms was impressive.  I was immediately drawn in and it was an excellent way to increase consumer contact.  As I was a little behind on the tasks, I didn't interact immediately, but I did tweet about what a fantastic product it was, putting a liquorice-loving friend on to the secret I’d discovered. 

I had to admit I was hooked.  Obsessing about the flavours and the varieties available, I worked through the 8^th to the 10^th of December, eating the sweets for each date and making myself walk away without trying to open any other dates.  I was impressed with my willpower.

However, last night, my husband arrived home with a tube containing three 160g jars of Lakrids by Johan Bülow. 

I don’t know whether my screams were of delight or fear – I could happily munch my way through the three jars without help from anyone else.  There was a jar of Christmas Chocolate Coated sweets – Liquorice pieces in Belgian White Chocolate and rolled in edible gold stardust – a jar of Belgian Chocolate Coated sweets – Liquorice in Belgian Milk Chocolate, rolled in cocoa – and a jar of White Chocolate & Passion Coated sweets – Liquorice in Belgian White Chocolate & Passion Fruit.  Having tried one of each, I couldn’t decide which my favourite was, so I went back and ate two more of each type! 

On reading the story behind the brand on their website, it is clear that there is huge passion behind the product and a great team working hard to make it the success it is.  It is a very upmarket, elegant brand and this comes through in everything the company does – its packaging, design, marketing and in the outlets to which it sells.  You won’t find this product in supermarkets; Lakrids by Johan Bülow is only available in high end stores and in their own stores.  In this way, they can ensure that the same passion with which the product was created by Johan initially can filter through to the end user at every interaction.

The product is also extremely high quality – only the very best ingredients are used to create the unique taste.  Lakrids by Johan Bülow use gluten-free flour to create their liquorice, which is great news given the high numbers of people who are gluten intolerant or coeliac.

I am a fan of healthy food and I try not to eat too many sweets or desserts, however, when I do treat myself I believe it should be worth it.  The product should be high quality and I like to know exactly what I’m eating.  With Lakrids by Johan Bülow, you get just this.  It is a great product that is really worth treating yourself for.

I've decided that these sweets would make a fantastic Christmas present for my family and friends in Ireland where they are not yet available and I know that once they taste them, I will be inundated with requests to replenish their supply in the New Year!

Lakrids by Johan Bülow are available in Denmark – in Copenhagen Airport, at Magasin Kogens Nytorv, Lyngby, Odense and in Tivoli Gardens.  They are also in the UK in Harvey Nichols and Fortnum & Masons in London aswell as in Chelsea Market Basket in New York.

You can buy online at http://liquorice.nu/.  Beware – you too might get hooked!