Here in the UK, it’s fair to say liquorice is classified as a polarising taste – perhaps even more so than Marmite. LAKRIDS BY BÜLOW is set to change opinions with what it believes to be the world’s largest sampling, encouraging the world to try its range of premium liquorice confectionery, unlike anything you’ve tasted before.

The collection is made up of gourmet pure liquorice in a range of flavours including sweet, salty and spicy, plus the best selling chocolate coated liquorice.

The record breaking attempt to sample EVERYONE worldwide, is a mission by LAKRIDS BY BÜLOW to make the world love liquorice – one liquorice at a time. Encouraging you to share yours with a hater, LAKRIDS BY BÜLOW is aiming to get the handcrafte sweets from the Danish liquorice factory in the hands of consumers worldwide.

According to calculations, this will take 412 years and 292 days – so you better be quick signing up, or it may be the grandchildren sampling this game changing liquorice treat!

The brand is offering everyone in the UK – from Inverness to St Ives – and beyond the opportunity to receive their free sample of gourmet chocolate coated liquorice. So wherever you’re based, from São Paulo to Tokyo, you can get your hands on liquorice that’s guaranteed to change opinions.

Simply add an email address (yours or a friend’s – everyone is encouraged to #ShareItWithAHater) to and wait (patiently!) for your sample to arrive.

Sarah Maria Carl, Marketing Director at LAKRIDS BY BÜLOW, comments; “Since the beginning we have developed, in close collaboration with consumers, the liquorice that forms the entire foundation of LAKRIDS BY BÜLOW. We are proud of our product an want to share it with the world – we believe that our Danish gourmet liquorice can convert even some of the biggest haters, even if they think otherwise!

The sampling of the liquorice from LAKRIDS BY BÜLOW kicks off on 12th October with a brand new campaign film by the acclaimed director, Peter Harton, who is known, among other things, for directing The Cavalry.