Johan Bülow's mother had raised him to create something, not just something to make a living from, but something created from the heart. here was no doubt in Johan's mind. He loved liquorice and was convinced that a whole new world of pleasure lay hidden inside the crude and fibrous liquorice root. Liquorice could not only be used in sweets, but also in savoury dishes, baked goods, beer – actually this fine spice flourishes in many forms of food and drink. Johan dreamt of elevating liquorice to the level of a gourmet experience.