🇩🇰 Du finder den danske version af denne artikel her.

Anthon Berg marzipan, Guldkarameller, and Toms chocolate bars are all Danish classics that have been flagships for Toms for decades. You already know that.

But you might be surprised to learn that another candy category is now playing a key role in the company’s international growth strategy. Toms Group tells dontt.dk that it is significantly expanding its presence in the liquorice category in Northern Germany. The ambition is clear: to increase sales by more than 30% in 2025.

Toms Group’s new premium liquorice range, Pingvin Premium, is gaining strong traction in northern and northwestern Germany.

Luise Falkenberg, International Brand Manager at Toms Group, explains:

“Northern Germany has developed a taste for Danish liquorice – and with Pingvin Premium, we’re turning tradition into growth.
We believe there’s a Pingvin variety for every palate – even among the most sceptical liquorice consumers. As demand for premium products rises, we see significant potential.”

Luise adds that this growth initiative marks a clear shift from the company’s previous approach, where liquorice was mainly a stable, low-growth category.

Other Danish brands have already achieved great success in the region – for some, it has even become their largest single market.

In early 2025, Lakrids by Bülow CEO Fredrik Nilsson told dontt.dk that Germany is now the company’s biggest market, with Danish sales accounting for less than a third of total revenue. It’s a clear indication of how far Danish liquorice has come internationally.

“With liquorice on the rise across Germany, Pingvin is perfectly positioned to lead the way – even beyond Northern Germany,” says Luise Falkenberg.

The push coincides with Pingvin Premium recently winning the SWEETIE 2025 award, granted by a jury of industry experts. The prize recognises excellence in areas such as packaging, pricing, flavour, sensory appeal, and market potential.

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.