When Lakrids by Bülow achieved an awareness in the Danish market of over 50 percent, the company had achieved the Icon status Johan Bülow had worked to achieve. He had both invented a category and consolidated his leadership position in it. Today, awareness has grown to 80 percent, and one of the ways to maintain that ranking is to involve the customer in the product development. Today, the company has direct contact with around 650,000 customers - Lakrids Lovers - who provide feedback after each launch of a new flavor.