Lakrids by Bülow: Rebrand

Lakrids by Johan Bülow, a liquorice and chocolate brand, increased sales in Denmark by shortening its brand name and redesigning its packaging to represent a premium, Danish product.

1. Executive Summary

When Johan Bulow started his danish liquorice brand, he became the undisputed leader in danish confectionery in less than 10 years. But by 2018, the brand's progress became relatively stagnant, with the lowest turnover growth in five years and a 20% bottom line loss.

Success had begun to erode due to a growing number of copycat competitors in terms of packaging and product, all selling at a lower price point. This, combined with ambitious plans for international expansion and a desire to become a more sustainable business, meant it was time to rethink the brand's strategy and...

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