If you’re convinced liquorice isn’t for you, April might just prove you wrong. Danish gourmet confectionery brand LAKRIDS BY BÜLOW is inviting Brits to challenge their taste buds with a bold new campaign celebrating International Liquorice Day (12 April)—and it all starts with one simple rule: bring a hater.
The brand is attempting to host the world’s largest liquorice tasting, encouraging fans and sceptics alike to experience liquorice in a completely new way.
What Is the ‘Bring a Hater’ Challenge?
At the heart of the campaign is a playful but persuasive concept. Liquorice lovers are encouraged to bring along a friend, family member or colleague who claims to dislike the flavour.
Participants can either visit selected stores across London or order online via the official LAKRIDS BY BÜLOW website: https://lakridsbybulow.co.uk/
Once there, “haters” will be treated to a complimentary tasting experience, designed to showcase the brand’s gourmet approach to liquorice—far removed from the traditional varieties many Brits may associate with the flavour.
Where to Try It in the UK
Free tastings will be available from 7th–12th April at multiple locations, including:
- John Lewis stores nationwide
- Liberty London
- LAKRIDS BY BÜLOW boutiques in:
- Canary Wharf
- Monmouth Street, Seven Dials
- Westfield London
Find your nearest store via John Lewis: https://www.johnlewis.com/
Or explore Liberty London here: https://www.libertylondon.com/
Why Brits Are So Sceptical About Liquorice
According to research by LAKRIDS BY BÜLOW, the UK ranks as the most sceptical nation when it comes to liquorice.
- Over a third of Brits actively dislike the flavour
- Nearly a quarter say they could never be converted
That’s exactly what makes this campaign so intriguing. By reframing liquorice as a premium, gourmet experience, the brand hopes to overturn long-standing perceptions.
A Gourmet Twist on a Divisive Flavour
Fredrik Nilsson, CEO of LAKRIDS BY BÜLOW, believes the issue isn’t the ingredient—it’s the experience.
“Many people believe they don’t like liquorice, but we know that’s often because they haven’t tasted our gourmet craftsmanship yet. We believe the power of taste is our greatest asset… this April, you bring a hater, we supply the liquorice, and together we can make the world love liquorice.”
The brand’s products combine high-quality liquorice with chocolate coatings and innovative flavour pairings, offering a more refined alternative to traditional options.
Can You Be Converted?
With thousands of tastings planned across the UK and globally, this ambitious initiative aims to turn sceptics into fans—one bite at a time.
Whether you’re firmly anti-liquorice or just curious, International Liquorice Day 2026 might be the perfect excuse to revisit the flavour and see if your opinion changes.
So, the question is: who’s your hater—and are they ready to be converted?
