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Our Growth Story

Since launching in 2007, Biscuiteers has reached many exciting milestones, from icing our first biscuit to creating our first TV advert, but despite everything we have achieved, our principles have remained, with each of our biscuits still being hand-iced by artists right here at the Ministry of Biscuits in London. Read on to find out how Biscuiteers has grown over the last 16 years.
Selfridges and Co bespoke yellow biscuit.
2007
Within 3 months of launching we partnered with the prestigious Selfridges Food Hall, where our biscuits are still stocked today. We’ve worked with a number of fabulous wholesale partners since, including Harrods, The Conran Shop, Collette, Fortnum & Mason, Liberty and The Savoy.
Biscuiteers book of iced biscuits laid open.
2010
2010 was a special year because we released our first book, the Biscuiteers Book of Iced Biscuits. It’s jam-packed with easy to follow icing tutorials and tips on how to bake and ice your own biscuits. It was such a hit that we released a second edition in 2012, which has since been translated into a number of languages and published all around the world.
Front view of Biscuiteers icing cafe in Notting Hill with black and white striped awning.
2012
In 2012 we opened our Notting Hill Icing Café, which is famous for its illustrated façade and has become something of an Instagram sensation! Two years later we opened our second Icing Café on Northcote Road in Battersea. Both Icing Cafés are home to our School of Icing, where we teach people how to ice their own biscuits. You can also pop along for DIY drop in icing and Afternoon Tea.
Beatrix Potter biscuit collection displayed with plush toy and mug.
2014
2014 saw the launch of one of our most loved collections, our collaboration with Beatrix Potter. The range includes letterbox biscuit depicting our favourite Beatrix Potter stories, a beautiful biscuit tin featuring all of the characters and an extra special Beatrix Potter hamper. Our full range of licensed designs include The Snowman, Mr Men & Little Miss and Paddington Bear.
Bespoke Vogue biscuits in glass cabinet.
2015
In autumn 2015 the National Portrait Gallery approached us with a very exciting project. They asked us to collaborate with them on an exclusive collection to mark 100 years of Vogue Magazine, available to purchase at The Gallery Shop, alongside the Vogue: A Century of Style exhibition. We jumped at the chance, and the collection was available for the duration of the 2016 exhibition. You can read all about the partnership here.
Collection of jolly gingers in front of shop front illustration.
2016
October 2016 was one of the most exciting and rewarding months at Biscuiteers, as we ran our first ever crowdfunding campaign which raised a phenomenal £1,245,660! This gave everyone the opportunity to invest in Biscuiteers from as little as £10. It was amazing to see the response from our customers, and to include all of our investors on the rest of our biscuit journey.
Biscuiteers book of iced gifts displayed on wooden grey background surrounded by icing decorations.
2017
2017 saw the publication of our second book, The Biscuiteers Book of Iced Gifts. Brimming with our most famous designs, along with exclusive creations you won’t have seen before, the book follows a whole year of special occasions and features 60 creative projects for every gifting moment.
GOSH collecrtion of biscuits including Nurse, woodland and safari biscuits with GOSH logo.
2018
We’ve been working with our friends at Great Ormond Street Hospital Children’s Charity for 9 wonderful years, raising money for the worthy cause through our dedicated range of biscuit designs inspired by the names of the wards at the hospital. In 2018, we hit the incredible milestone of £50,000 in funds raised!
Front of Ministry of Biscuits building in Colliers Wood with black and white awning.
2019
In the summer of 2019 we moved into the ‘Ministry of Biscuits’, our new Biscuit HQ bringing together our Grand Icing Hall, Department of Dough, Biscuit post office and Biscuit Happiness department all under one roof in Colliers Wood, London.
Two jolly gingers with headphones on stood up on a laptop.
2020
2020 was our biggest year yet. Despite the challenges of the pandemic, we managed to hand ice over 2.5 million biscuits and delivered these to customers all over the world. When our icing cafes had to close due to lockdown restrictions we decided to launch our virtual icing classes, and ice-olation challenge so that we could continue sharing our best biscuit tips and tricks. In 2020 we were also delighted to be win ‘Best E-commerce in lockdown’ at the 2020 E-commerce awards.
Front view of Biscuiteers icing cafe in Belgravia with black and white striped awning and two people sat on white table and chairs.
2021
In 2021 we opened our new flagship icing café in Belgravia, creating a hub for all of our exciting events. We also opened a pop-up in Bicester Village in April, spreading biscuit magic throughout. It was a strong year for our partnerships, as we celebrated raising over £100k for GOSH through our charity collection, as well as launching a collection with the RHS. We were thrilled to win more awards in 2021, including Best Food & Drink at the UK E-commerce awards and Online Business of the Year at the Growing Business Awards.
2022
2022 was filled with many exciting milestones. We marked 15 years of Biscuiteers as well as 10 years of our Notting Hill store. We launched our brand new app and also crossed the pond with the launch of our shiny new US website! We launched our Harry Potter collection with Warner Bros, featuring in the Harry Potter Studio Tour and being part of their major collaboration with Uber Eats, and we were honoured to be part of the Dior Café in Harrods, icing over 20k biscuits. Perhaps most excitingly, we ventured into the world of TV, bringing our Nutcracker collection to life with our first ever TV ad!
2023
2023 saw the launch of two exciting collaborations; we teamed up with Smiley to bring you our happiest collection yet, as well as the Natural History Museum, bringing to life their most famous creatures. We won the Grosvenor Waste Warrior Award due to our low food waste rate, approaches to recycling & commitment to a greener future, and partnered with Nespresso as part of their winter campaign in stores. At Christmas, we created another collection for Uber One in the US - this year based on The Grinch! We rounded off the year by being one of a handful of British brands invited to Downing Street to participate in their Festive Fair.