Kouvola Liquorice, the world's best licorice manufacturer, and Friidu, a new challenger in the ice cream industry, will bring a new kind of licorice to stores in early March. The collaboration aims to redefine the specifications of pleasure - combining the traditional and the new.
Sweet Liquorice licorice cone combines a crispy waffle, Kouvola Liquorice ice cream, salty licorice sauce and licorice granules into a unique taste experience. The ice cream's authentic licorice flavor comes from the licorice powder exclusively produced by Kouvola Liquorice, which also flavors the legendary licorice pieces. The ice cream novelty is part of Friidu's spring new selection, which also includes the Crunchy Caramel cone and Double Raspberry Swirl -stick.
Young people are challenging consumer habits
The increasing number of plant-based ice creams in freezers continues to stir up mixed emotions. Consumers don't want to compromise on their indulgence, and sustainability values may be forgotten in the freezer: In a yet-to-be-published study by Friidu*, mixed-eaters' interest in ice cream decreases by over 60% if it is labeled as plant-based. The corresponding figure for yogurt is only 34%.
Friidu's strategy differs from other manufacturers of plant-based products: the ice creams were developed with taste in mind, and the plant-based nature of the product is only apparent from the list of ingredients.
“Our decision to hide the plant-based nature of our products is controversial. It often leads to positive surprises when customers don’t believe what they’re hearing after tasting it. We trust that the quality speaks for itself,” says Friidu’s Business Director Annika Ikonen.
Tradition and renewal go hand in hand
The birth of Licorice began when Friidu contacted Kouvola's Lakritsi in December 2023. The response from the then CEO, Timo Nisula, set a tough goal: "We won't put our name on anything other than a perfect product." This idea lives on under the company's new management, as second-generation laku manufacturer Santeri Nisula steers the company towards the future:
"Leading Kouvola's Lakritsi has given me a unique opportunity to combine traditional values and new innovations. One of our most exciting projects has been the new ice cream collaboration with Friidun Mimmi ," says Nisula. He continues: "The collaboration is an example of how old expertise can be combined with new, fresh ideas. The business of the future requires the courage to try new things and the ability to respond quickly to market changes."
*Pro Gradu thesis: The effects of front-of-packaging labeling on the appeal of plant-based dairy products (n=532), Annika Ikonen/Lipasu Oy, 2025 (unpublished)
Annika Ikonen, CBO, Friidu
annika@lipasu.fi
friidu.com
Santeri Nisula, CEO, Kouvola Licorice
santeri@kouvolanlakritsi.fi
kouvolanlakritsi.fi