Bloomsbury is about to get even sweeter! Kimpton Fitzroy London is proud to announce The Kimpton Bun, an exclusive collaboration with Bloomsbury’s renowned and much-loved local favourite, Fortitude Bakehouse, exclusively for hotel guests from 11 September – 2 November 2025.
This isn’t just a bun. The limited-edition cherry cheong and custard bun is a breakfast staple inspired by the history of Bloomsbury. It has been carefully crafted for the hotel and is part of a growing, joyful new wave of pastry-led tourism*, where travellers are plotting their adventures around bakes with a story for their cultural itineraries.
As next door neighbours in the heart of Bloomsbury, Kimpton Fitzroy London and Fortitude Bakehouse are joining forces to recognise their shared neighbourhood’s vibrant foodie scene – blending the hotel’s Victorian heritage with the creativity of one of London’s most viral, independent bakeries. This partnership not only elevates the hotel’s culinary offering but also celebrates the thriving food culture of Bloomsbury.
Inspired by the heritage of Bloomsbury at the time Kimpton Fitzroy London was built in 1898, The Kimpton Bun pays homage to the cherry blossom trees that once lined Russell Square and the hotel’s colonnade, while also nodding to Queen Victoria’s fondness for cherries — fitting, as she was the reigning monarch when the hotel first opened. The cherries in the bun are the leftover fruit from Fortitude’s iconic cherry soda, which is made using a Korean method of fermentation called ‘cheong’. This reduces waste and creates multiple uses from one product, making The Kimpton Bun a thoughtful, zero-waste creation that celebrates both history and sustainability in one delicious bite.
“Teaming up with our neighbours at Fortitude Bakehouse has been such a pleasure – it’s a chance to celebrate Bloomsbury together and serve up a pastry that’s as much about place and history as it is about pure indulgence. The Kimpton Bun has been baked just for us, so our guests can exclusively enjoy a limited-edition breakfast treat, fresh from the Fortitude ovens, without the queues. With only 60 available Thursday to Sunday however, you’ll want to be quick!”
Garreth Walsh, General Manager at Kimpton Fitzroy London
Founded by celebrated bakers Dee Rettali and Jorge Fernandez, Fortitude Bakehouse has become a foodie pilgrimage spot in the seven years since it opened, winning fans worldwide for its imaginative cream buns, fermented loaves and seasonal bakes to build a cult following.
“We’ve always been passionate about creating pastries that are both imaginative and rooted in place,” said Dee Rettali, co-founder of Fortitude Bakehouse. “Working with Kimpton Fitzroy London has been an exciting opportunity to translate the hotel’s and Bloomsbury’s heritage into something guests can taste and enjoy — a one-of-a-kind bun that speaks to both our worlds.”
Behind the scenes, the bun itself is the product of time and care. Its base is Fortitude’s famous 24-hour fermented brioche, rolled out and filled with smooth custard and the cherry fruit before being baked to golden perfection. Each bun is then topped with a delicate icing made from the vibrant cherry juice — a process that ensures every element of the fruit is used to full effect.
Available from 8.00am, Thursday to Sunday, exclusively for Kimpton Fitzroy London guests with breakfast included in their room rate. The Kimpton Bun is a limited-edition pastry with only 60 baked daily; once they’re gone, they’re gone.
The Kimpton Bun is available from 11 September – 2 November 2025.
