Fortnum & Mason, the iconic British retailer, has unveiled the Biscuitorium, a brand-new destination dedicated entirely to biscuits at its iconic Piccadilly store. Located on the mezzanine level of the ground floor and measuring over 200sqm, the immersive space celebrates the brand’s long-standing love affair with biscuits, bringing together heritage recipes, imaginative new flavours and theatrical displays, all designed to delight visitors and biscuit lovers alike in every tin, crumb and chocolate-coated creation.
The new London destination is an experiential playground for biscuit lovers, with beautiful Fortnum’s tins at every turn displayed on vibrant stands, and signposted with the most important facts about each biscuit; the flavour profile, the biscuit diameter, a measure of taste and texture, the perfect Fortnum’s tea pairing, and of course, the ideal dunking time.
Biscuit enthusiasts will enjoy The Biscuit Library – an interactive experience that invites customers to discover a new favourite dunker. Featuring 12 different flavour profiles – from Buttery & Traditional and Dark & Decadent to Gluten‑Free & Vegan and more – visitors simply press the button that reflects the flavours they love most, and their perfect biscuit will light up, ready to be discovered.
Behind a ceiling mural painted by decorative artist, Tess Newall, lies The Made in Piccadilly counter, which boasts an array of Made in Piccadilly Biscuits, each handcrafted at Fortnum & Mason by Fortnum’s pastry chefs, led by Executive Pasty Chef, Roger Pizey. These delicious sandwich biscuits include flavours such as Oat & Ganache, Eton Mess and Chocolate, Peanuts & Caramel, with more new flavour profiles already in the works.
Among the standout additions to the core range is the Whoppalossus, the largest biscuit ever made by Fortnum’s. Weighing an impressive 400g and measuring 15.5cm in diameter, the indulgent chocolate-coated sharing biscuit is designed to be sliced or broken apart. Each flavour features two layers of buttery oat biscuit filled with decadent combinations of Marshmallow & Salted Almond Caramel or Pistachio & Raspberry Marshmallow, making it a both wonderful self-treat and a showstopping gift.
The launch also introduces Fortnum’s first-ever Biscuits for Drinks collection – a refined new range of sweet and semi-sweet biscuits, thoughtfully developed to pair with Fortnum’s favourite drinks. Designed to elevate and accentuate the flavours of each drink, the biscuits draw inspiration from classic flavour pairings and botanical ingredients. Shaped especially for dunking, the range includes varieties such as Yuzu & Pink Peppercorn Biscuits to pair with gin, and Vanilla & Smoked Sea Salt Biscuits designed for whisky lovers – perfect for sophisticated palates.
Made with the finest ingredients, the expanded collection features more than 70 flavours of biscuits, and spans classic Shortbreads, Iced Biscuits, Florentines and indulgent chocolate Enrobed creations. Returning favourites include Fortnum’s whimsical Musical Biscuit Tins, which play classical melodies while revealing a selection of sweet treats inside. Shoppers can also explore the new Selection Tins that bring together miniature versions of Fortnum’s favourite biscuits in collectible designs inspired by the iconic Piccadilly clock and archival characters.
The expanded range also introduces refillable biscuit tins that allow customers to top up their favourite varieties while reducing packaging. It is estimated the initiative will save over 100,000 tins from production, supporting a more sustainable offering for shoppers.
Holly Warren, biscuit buyer at Fortnum & Mason, says: “At Fortnum’s, biscuits have always held a special place in our hearts. The Biscuitorium is a space where we can celebrate both our heritage and our curiosity for new ideas, from perfecting much-loved classics to introducing playful innovations. We wanted to create something truly immersive that invites customers to explore, discover and, most importantly, indulge in the very best of biscuit craftsmanship.”
The new Biscuitorium launches on 14th May 2026 at Fortnum & Mason Piccadilly, with the full range available to purchase in-store and online.
