This Friday (7th July) will see the ‘world’s largest liquorice tasting’ as part of LAKRIDS BY BÜLOW’s global campaign ‘We make the world taste liquorice’, marking its 16-year anniversary.

The campaign – taking place across six locations in the UK, Denmark, Germany, Sweden, Norway and Finland, including the Tivoli Gardens in Copenhagen and Battersea Power Station in London – will see 500,000 chocolate-coated liquorice samples will be distributed to help with the Danish confectionery brand’s mission to make the world love liquorice.

“The initiative is the largest liquorice tasting at LAKRIDS BY BÜLOW to date and as far as we know, the largest in the world”, says brand founder Johan Bülow. “We have always handed out samples, ever since we opened our doors for the first time on 7 July 2007 and later through our taste panel LAKRIDS LOVERS. Samples accelerate our mission to make the world love liquorice and are a fundamental part of our DNA.

“But we have never embarked on converting so many sceptics in one day, this must be the world’s largest liquorice tasting, so we are incredibly excited. Hopefully, half a million pieces of liquorice handed out will provide both liquorice lovers and sceptics with a gourmet liquorice experience beyond the ordinary.”

Liquorice lovers based in the UK can take sceptical friends to the Turbine Hall B on the ground floor of Battersea Power Station, where the brand will be handing out liquorice from 10am-5pm. To coincide with the giveaway, everyone who shops at the LAKRID’s online shop on the day will receive a gift with their purchase.