Behind the Brand: Biscuiteers
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Back in 2007, Harriet Hastings had a simple yet brilliant idea. Spotting a gap in the food gifting market, she set out to create something truly original: luxury biscuits that were stylish, postable, and bursting with personality. With a vision to turn biscuits into a brand new canvas for creativity, she launched Biscuiteers with eight beautifully iced collections that immediately caught the imagination. Demand was so high that by Christmas of that first year, the brand had already outgrown its bakery.
Since then, Biscuiteers has grown into a household name and a pioneer in personalised gifting, turning the humble biscuit into an edible work of art. Their mission has always been about more than baking. It’s about bringing joy, thoughtfulness, and creativity to life’s most meaningful moments. Whether it’s a new baby, a milestone birthday, or a just-because surprise, Biscuiteers creates gifts that are as memorable as they are delicious.
At the heart of the brand are values that never waver:
💛 Quality and Craftsmanship – Every biscuit is hand iced with care, showcasing artisanal skill and creativity.
💛 Exceptional Experience – From easy online ordering to beautifully packaged deliveries, every detail is designed to delight.
💛 Sustainability – With recyclable, reusable and compostable packaging, Biscuiteers shows that indulgence can also be responsible.
💛 Thoughtful Gifting – Every collection is created to celebrate milestone moments and bring people closer together.
Over the years, Biscuiteers has proven that biscuits are the perfect creative canvas. Their collections have spanned everything from seasonal favourites to pop culture collaborations. They’ve teamed up with Bridgerton and Harry Potter, designed bespoke biscuits for Dior, Gucci and Burberry, and even built spectacular large-scale biscuit installations for Harrods, Selfridges and Waddesdon Manor. Their creativity continues to surprise and delight, with every collection evolving alongside cultural moments and customer trends.
Highlights on the journey
One of the biggest turning points came with the opening of the very first Icing Café in Notting Hill over ten years ago. It gave the brand a home where customers could experience the magic of biscuit icing for themselves, turning gifting into something truly interactive and memorable. The café model was so successful that it has become a cornerstone of how Biscuiteers connects with its community.
What’s new at Top Drawer?This season, Biscuiteers will be unveiling their 2025 Christmas Collection, designed to make gifting even more joyful. Highlights include:
🎄 3D Christmas Tree DIY Kits – a playful, hands-on take on festive creativity
🎄 The refreshed 12 Days of Christmas Tin – a showcase of stunning icing and artistry
🎄 The Pantomime Tin – bringing classic tales like Cinderella and Peter Pan to life in biscuit form
🎄 An exclusive collaboration with Sophie Allport – a charming advent design paired with her fabric keepsake calendar
🎂 Plus, a fresh collection of birthday designs and even indulgent birthday brownies to expand the range
Visitors to Top Drawer will also get to see the artistry in action at the Personalisation Station, where Biscuiteers icers will be showcasing their incredible hand-icing skills live.
Sustainability with a smile
Biscuiteers has always believed that beautiful design should go hand in hand with responsibility. Their iconic keepsake tins are made to last, encouraging customers to reuse and treasure them. They source ingredients thoughtfully, use recyclable and reusable packaging, and handmake their products to reduce waste. With a clear roadmap to achieve net zero by 2030, Biscuiteers is proving that sustainability can be baked into every stage of the journey.
The advice from the Biscuiteers team is clear: know what makes your brand distinctive and never lose sight of it. For Harriet, it was never about just selling biscuits. It was about creating thoughtful, beautifully designed experiences that people would talk about, share, and treasure. That clarity of purpose has guided the business from the very beginning — and continues to shape every collection today.
✨ Visit Biscuiteers at Top Drawer to discover their new Christmas and birthday collections, see live icing in action, and explore how their iconic edible art can add magic, joy and a touch of sweet creativity to your store.