Fortnum & Mason is opening the doors to The Biscuitorium this May, unveiling a new experiential playground for biscuit lovers inside its Piccadilly flagship. Occupying the mezzanine level on the ground floor, the new addition will feature inventive new creations, heritage recipes, and interactive displays within the dedicated space, showcasing the craftsmanship, theatrical detail, and delicious delicacies the British favourite is famous for.
The Biscuitorium will form a primary attraction in the flagship store, with towering stacks of vividly coloured tins and display stands detailing flavour profiles, texture notes, and ideal dunking times – complete with suggested tea pairings and tasting commentary. A hand-painted ceiling mural by decorative artist Tess Newall will lie overhead, which will anchor the space.
One of the centrepieces of the new space is The Biscuit Library, an interactive installation designed to guide visitors towards their ideal biscuit pairing. The experience works through twelve flavour profiles ranging from Buttery & Traditional to Dark & Decadent, alongside Gluten-Free & Vegan options and more niche flavour categories. Visitors select the profile that best matches their tastes, prompting their recommended biscuit to illuminate from the display.
The Biscuitorium also introduces several major additions to Fortnum’s existing biscuit collection:
- Fortnum’s largest biscuit to date, the Whoppalossus, weighs 400g and measures 15.5cm across, placing it somewhere between biscuit tin staple and elaborate centrepiece. The chocolate-coated sharing biscuit combines layers of buttery oat biscuit with fillings including Marshmallow & Salted Almond Caramel and Pistachio & Raspberry Marshmallow.
- The new Biscuits for Drinks collection pairs sweet and semi-sweet biscuits with Champagne, whisky, beer, wine and gin. Flavours include Yuzu & Pink Peppercorn for gin alongside Vanilla & Smoked Sea Salt developed for whisky, with each recipe shaped around classic flavour combinations and botanical notes.
- The Made in Piccadilly counter presents sandwich biscuits handcrafted on site by Fortnum’s pastry chefs under Executive Pastry Chef Roger Pizey. Flavours include Oat & Ganache, Chocolate, Peanuts & Caramel, and Eton Mess, with additional combinations already in development.
Alongside the new launches, Fortnum’s will also be offering its longstanding favourites, including the beloved musical biscuit tins that have formed a gifting staple through the years. Fortnum tins will also see additions, with selection tins inspired by the Piccadilly clock and archival Fortnum’s illustrations that bring together miniature versions of the retailer’s best-known biscuits in collectible formats. The broader collection now spans more than 70 flavours across shortbreads, Florentines, iced biscuits and chocolate-coated varieties, with refillable biscuit tins also now available and expected to save more than 100,000 tins from production through an in-store top-up system.
Fortnum & Mason has occupied a unique place within British food retail since first opening in 1707, building a reputation that stretches from Royal Warrants to Scotch eggs and its longstanding Piccadilly afternoon teas. The retailer still operates from its original flagship, where millions of visitors pass through each year for its food halls, restaurants, and tea rooms. The Biscuitorium will add a new draw within the store, set to attract visitors as enthralled by its heritage and tradition as they by the immersive innovation the new space will offer.
Fortnum & Mason’s Biscuitorium will open its doors on 14th May 2026, and can be found at 181 Piccadilly, St. James’s, London W1A 1ER. Find out more and stay up to date with the latest from the British favourite right here.
