Swedish premium gluten-free liquorice enters the UK

Swedish premium gluten-free liquorice producers Lakritsfabriken (= Swedish for 'the liquorice factory') are looking to broaden their distribution in the UK by participating in the The Allergy & Free From Show at London's Olympia 3-5 July. The show is the largest free-from consumer show in Europe and it’s expecting to see more than 30 000 visitors this year over the three day event.

Thanks to its rapid growth in recent years, the Allergy & Free From Show is now a firm fixture on the trade/business calendar. This is particularly true on the first day (the Friday), with circa 1,000 trade visitors attending on this day alone, in order to source the very best new free-from products and brand owners. These trade/business attendees include Buyers from major retailers, wholesalers, distributors, food service and hospitality companies.

“It is with great pleasure that we welcome Lakritsfabriken to the show in 2015", says Tom Treverton, Event Director for The Allergy & Free From Shows. "It’s always fantastic to deliver our audience new brands with exciting products for them to experience. With their offering of premium quality liquorice that’s gluten and gelatine free, Lakritsfabriken more than fit the show’s food brief; tasty free-from treats that prove that just because you live free-from doesn’t mean you should live without! I have a feeling this is going to be a firm fans’ favourite in London this year!"

The finest liquorice

Lakritsfabriken, which has been making liquorice products since 2011, is headed by founder owner Martin Jörgensen who is a former chef and life long liquorice fanatic. All ingredients are carefully sourced and Martin and his team personally inspect and meet the liquorice farmers who's produce they use to make their products.

"We pride ourselves on making the finest liquorice products. We have a wide range of products, from sweet, salty and sour liquorice, toffees, chocolate glazed liquorice and much more".

Martin also shares that there has been an increase in interest internationally for the salty salmiak liquorice which is a favourite in Sweden and the Nordic countries as well as in the Netherlands:

"One of our retailers in the UK, TotallySwedish, tells us that they are seeing an increase in British customers in their stores reaching for the salmiak liquorice. It's an acquired taste and more and more Brits seem to 'get it'."

VisitSweden recently sampled Lakritsfabriken products at the Nordicana film festival in London, as part of a campaign to introduce British fans of 'Nordic Noir' TV dramas and films such as Wallander and The Bridge to visit Skåne in the south of Sweden, where Lakritsfabriken is situated. The response to the liquorice was good.

"There were a good number of liquorice converts after they were persuaded to try the raspberry toffees", says Steve Robertshaw, PR Manager, VisitSweden UK.

Liquorice used in cooking and for its health benefits

Apart from the liquorice sweets and toffees one of the most popular products are the liquorice powder which is versatile in cooking and baking, and often used to add an exciting flavour to cakes, ice-cream and even fish and meat dishes.

The UK has seen an increase in interest for natural liquorice roots in recent years. Liquorice has been used for medical purposes for more than 4000 years and today it's used as an alternative medicine for a number of different complaints, including stomach ulcers, sore throats and it's also been linked to work as an anti depressant (source: Herb Wisdom).

"Our liquorice root and raw liquorice are both organic and perfect for those who'd like to use it for its health benefits", says Martin Jörgensen.

Lakritsfabriken is Sweden's first and leading producer of premium gluten-free and gelatine free liquorice. Their products are currently sold in the Nordic countries Germany, Spain, Switzerland, USA and the UK.

"We're looking to expand our distribution in the UK, and we already have good interest from health food stores and supermarkets. We look forward to meeting consumers at The Allergy & Free From Show, stand A336, to let them sample our products and tell us which are their favourites".

Download free tickets to the Allergy & Free From Show.

Lakritsfabriken web site: http://www.lakritsfabriken.se/en

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Twitter: https://twitter.com/Lakritsfabrik

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