Biscuiteers

Biscuiteers Baking Company is the UK’s original hand-iced biscuit company, selling beautiful hand-iced biscuit gifts since 2007. The business was started by entrepreneur Harriet Hastings, who identified a gap in the gifting market for luxury food gifting, and the business has grown from there.

Biscuiteers
Industryretail
Founded2007
Headquarters
London
,
United Kingdom
Key people
Harriet Hastings
Stevie Congdon
WebsiteOfficial website

Uniquely positioned as an artisan business working at scale, each biscuit is intricately hand-iced by artists (of which there are currently over 100) at the Ministry of Biscuits in Wimbledon, South London. Biscuiteers now hand-ices over 3 million biscuits a year, and delivers worldwide.[1]

Biscuiteers delivers across the UK and internationally, and has three bricks and mortar shops in London, known as Icing Cafes. These are a unique concept, where visitors can try their hand at icing experiences, as well as purchasing Biscuiteers gifts. The brand also has a successful corporate arm, allowing them to work with some of the most luxurious brands in the world. Biscuiteers also specialises in biscuit big builds, recreating iconic buildings, made entirely out of biscuits. [2]

History

In 2007, Entrepreneur Harriet Hastings founded Biscuiteers with the mission to offer a more unique, stylish and personalised gifting solution. She considered the flexibility in design, shelf-life and postability of hand-iced biscuits a real opportunity. Biscuiteers was incubated from her husband Stevie’s events and catering company, Lettice Events, and from there the business took off, moving into its first proper bakery in November 2007. After just three months of launching, Biscuiteers partnered with Selfridges Food Hall, where their biscuits are still stocked today.[3]

In 2012, the brand opened its first bricks and mortar shop on Kensington Park Road, Notting Hill.[4] Two years later, the second shop opened on Northcote Road, Battersea. Within the shops, you can learn to ice your own biscuits, enjoy afternoon tea, and purchase Biscuiteers iced biscuits for family and friends. In November 2021, Biscuiteers opened their third icing café, Biscuiteers Belgravia,[5] this is now their flagship store, where you can watch their talented icers at work, as well as learn to ice biscuits, have a glass of prosecco at the prosecco bar, or have some afternoon tea. The Biscuiteers boutiques are famous for their illustrated black and white façade.[6]

In 2016, the brand ran a very successful crowdfunding campaign, with crowdfunding platform Crowdcube, raising £1.25 million to fund the next stages of growth.[7] During the crowdfunding process the Biscuiteers were awarded a top score of three gold medals from independent crowdfunding guide Crowdrating. This identified Biscuiteers as a strong investment opportunity.

In 2019, the business relocated to a multimillion-pound, purpose built production and head office facility in Wimbledon, South London.[8] Known as the Ministry of Biscuits, this allows all elements of the business to all be under one roof, which has been key in supporting the continued growth of the business.

Products

The brand is renowned for its beautifully designed collections which are launched seasonally and its personalised gifting offering. Biscuiteers believes there ‘is always a reason to biscuit’ and inspires their customers to celebrate life moments, big or small with biscuits. With that in mind, Biscuiteers develops seasonal collections that aim to provide a gifting opportunity for every event and occasion, from weddings to birthdays, new homes and new babies, and seasonal opportunities such as Christmas, Easter, Valentine’s Day and Mothers Day.

The corporate arm of the business creates bespoke biscuits for prestigious brands including Yves Saint Laurent, Cartier, Karl Lagerfeld, Christian Dior and Net-a-Porter.[9]

Biscuiteers also holds the license for Paddington, Mr Men, Beatrix Potter, The Snowman, Monopoly, and The RHS,[10] allowing them to bring these well-known figures to life in biscuit form.

In addition to direct sales, the brand is stocked in leading retailers including Selfridges and Harvey Nichols.

The brand also offers a bespoke service for private parties, weddings, christenings, baby showers and birthday parties.[11]

As well as hand-iced biscuits, the brand also offers a selection of hand-iced chocolates, shortbread, prosecco and other seasonal products.[12]

Icing Cafes

Biscuiteers has three Icing Cafés located in Belgravia, Notting Hill and Northcote Road, where both adults and children can learn how to ice like a Biscuiteer at the School of Icing.[13]

The Icing Cafes have been named as one of 'London's quirkiest cafes' by the Telegraph and Vogue also deemed them one of  'The Most Instagrammable Places in London'.[14]

Along with the much-loved biscuit gifts, you can enjoy afternoon tea and patisserie treats, as well as commissioning bespoke biscuits and cakes.

The newly opened Biscuiteers Belgravia, the brand’s new flagship, is an experiential boutique where customers can fully immerse themselves in the world of Biscuiteers. Biscuiteers’ icing artists are putting professional icing on show for the first time and customers can learn how to ice like a Biscuiteer themselves at The School of Icing.[15]

Biscuiteers Books

Biscuiteers first book, “Biscuiteers Book of Iced Biscuits” by Harriet Hastings and Sarah Moore was published by Kyle Books in 2012.[16] Their second book, “Biscuiteers Book of Iced Gifts” by Harriet Hastings was published by Michael Joseph (Publisher) in 2018[17]

Big Biscuit Builds

Biscuiteers are specialists in biscuit big builds. Having created gingerbread structures of Covent Garden Market, Waddesdon Manor,[18] Leeds Castle,[19] and a London skyline for Selfridges. Recreating Waddesdon Manor required 30 kg of butter and sugar and took 500 hours to complete, whilst Covent Garden took over 100 hours and weighed over 10 kg.[20]

In September 2017, the brand celebrated their 10th birthday with London's very first 'biscuit exhibition' at the Serpentine Gallery, a retrospective look at the company's past decade, represented by 10 intricate, 3D biscuit structures made from biscuit.

Award Wins
  • Growing Business Awards 2021 - Online Business of the Year[21]
  • Great British Entrepreneur Awards 2021 – Harriet Hastings – London Food & Drink Entrepreneur of the Year[22]
  • Food & Drink Heroes Awards 2021 – Harriet Hastings – Bakery Entrepreneur of the Year[23]
  • UK E-Commerce Awards 2021 - Best Food & Drink[24]
  • Brightpearl Lightening 50 2021 – named in the top 50[25]
  • UK Business Awards 2021 – Best Online Business[26]
  • Ecommerce Awards 2021 – Food & Drink finalist[27]
  • The E-Commerce Awards 2020 – Best E-Commerce in lockdown[28]
  • UK Content Awards 2020 – Low budget campaign of the year – shortlisted[29]
  • Direct Commerce Awards 2019 – shortlisted
  • 2018 NatWest Everywoman Awards – Harriet Hastings – Aphrodite Award[30]
  • Amazon Growing Business Award 2018 – Family Business of the Year[31]
  • E-Commerce awards 2018 – Best Specialist E-Commerce
  • Mention Me Awards 2018 – Best Graphic Design
  • Good Web Guide Awards 2017 – Website of the Year
  • Good Web Guide Awards 2017 – Category Winner Best Food & Drink website
  • Good Web Guide Awards 2017 – Category Winner Best of British website
  • Crowdrating 2016 – Three gold medals[32]
  • 2016 - Biscuiteers founder, Harriet Hastings named as member of Growth Builder – a tailored programme for ambitious high-growth UK businesses to enable them to rapidly and sustainably scale up
  • 2014 - Harriet Hastings - Specsavers Every Woman Retail Ambassador[33]
  • UK Licensing Award 2014 - Best Food and Drink Product
  • Investec Awards 2014 - Harriet Hastings - Food and Drink Entrepreneur of the Year
  • Woman & Home Magazine 2013 - Harriet Hastings - New Directions Hero
  • The Standard’s Power 1000 List 2013 - Harriet Hastings and Stevie Congdon
  • Good Web Guide Awards 2012 – Best Food Website Category
  • Real Business and Red Bull Future 50 Award 2011[34]

References
  1. Graham, Natalie (18 November 2021). "My first million: Harriet Hastings, founder of Biscuiteers". Financial Times. Retrieved 14 February 2022.
  2. Abgarian, Almara (10 November 2019). "There's a giant gingerbread house popping up in Covent Garden tomorrow". Metro. Retrieved 14 February 2022.
  3. "This luxury hand-made biscuit brand is transforming the market for premium gifts". Business Advice. 17 October 2016. Retrieved 14 February 2022.
  4. "Biscuiteers Notting Hill Icing Cafe". www.biscuiteers.com. Retrieved 14 February 2022.
  5. Smail2021-12-01T11:37:00+00:00, Jerome. "Biscuiteers cuts ribbon on new Belgravia boutique". British Baker. Retrieved 14 February 2022.
  6. Abrahams, Luke (1 October 2018). "London's 11 most Instagrammable coffee shops". www.standard.co.uk. Retrieved 14 February 2022.
  7. "Biscuiteers Overview". Crowdcube. Retrieved 14 February 2022.
  8. Gilbert 2019-10-04T00:00:00+01:00, Helen. "Biscuiteers moves HQ and production to Wimbledon". British Baker. Retrieved 14 February 2022.
  9. "Branded Biscuits & Gifts And Gifts For Influencers". www.biscuiteers.com. Retrieved 14 February 2022.
  10. "biscuiteers and RHS". www.biscuiteers.com. Retrieved 14 February 2022.
  11. "Bespoke Biscuits by Biscuiteers". www.biscuiteers.com. Retrieved 14 February 2022.
  12. www.biscuiteers.com https://www.biscuiteers.com/send-a-gift/non-iced-gifts. Retrieved 14 February 2022. {{cite web}}: Missing or empty |title= (help)
  13. Agüero, Marieta Rojas (22 November 2020). "Become an expert craftsperson with these luxury workshops, from floristry to mosaic making". The Telegraph. ISSN 0307-1235. Retrieved 14 February 2022.
  14. "The Most Instagrammable Places in London". Vogue. 16 February 2018. Retrieved 14 February 2022.
  15. Briggs, Fiona. "Biscuiteers opens new flagship store in Belgravia". Retail Times. Retrieved 14 February 2022.
  16. "Biscuiteers Book of Iced Biscuits". Vogue. Retrieved 2 August 2018.
  17. Bryant, Amy (12 November 2019). "How to make the perfect iced biscuits: The Biscuiteers' guide to decorating". The Telegraph. ISSN 0307-1235. Retrieved 14 February 2022.
  18. "Smart cookies: Waddesdon Manor recreated in gingerbread". the Guardian. 9 November 2016. Retrieved 14 February 2022.
  19. "That really takes the biscuit!". Kent Online. 1 November 2014. Retrieved 14 February 2022.
  20. "Giant gingerbread structures & grand designs by Biscuiteers". www.biscuiteers.com. Retrieved 14 February 2022.
  21. "Growing Business Intelligence". growingbusinessintelligence.co.uk. Retrieved 14 February 2022.
  22. "Alumni". Food & Drink Heroes. Retrieved 14 February 2022.
  23. "Alumni". Food & Drink Heroes. Retrieved 14 February 2022.
  24. "2021 Winners". UK eCommerce Awards. Retrieved 14 February 2022.
  25. "Lightning 50". Brightpearl. Retrieved 14 February 2022.
  26. "Winners | Growing Business Summit 2019". growingbusinessawards.co.uk. Retrieved 14 February 2022.
  27. "2021 Shortlist". UK eCommerce Awards. Retrieved 14 February 2022.
  28. "Winners 2020 | eCommerce Awards for Excellence". www.ecommerceawards.london. Retrieved 14 February 2022.
  29. "2020 Shortlist". UK Content Awards. Retrieved 14 February 2022.
  30. "Winners announced at the 2018 NatWest everywoman Awards". Everywoman. 5 December 2018. Retrieved 14 February 2022.
  31. Nair, Praseeda (11 July 2018). "Who's who in British business revealed: An inside look at UK's longest running business awards programme". Real Business. Retrieved 14 February 2022.
  32. Williams 2016-10-27T00:00:00+01:00, Ashley. "Biscuiteers secures £550k crowdfunding target". British Baker. Retrieved 14 February 2022.
  33. "2014 Specsavers everywoman in Retail ambassadors announced :: Latest News". Retail Human Resources plc. Retrieved 14 February 2022.
  34. Orton-Jones, Charles (29 September 2011). "Future 50: the winners". Real Business. Retrieved 14 February 2022.
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