Fortnum & Mason is set to open the Biscuitorium, a new destination dedicated entirely to biscuits, at its Piccadilly store on 14 May 2026.
Located on the mezzanine level of the ground floor, the forthcoming space will measure more than 200sqm and bring together heritage recipes, new flavours and theatrical product displays. The concept has been developed to showcase Fortnum & Mason’s biscuit range through product storytelling, interactive displays and dedicated tasting cues.
The space will feature Fortnum’s tins displayed on vibrant stands, with information for each biscuit including flavour profile, biscuit diameter, taste and texture measures, suggested Fortnum’s tea pairing and ideal dunking time.
Interactive Product Discovery
A central feature will be The Biscuit Library, an interactive installation designed to help customers discover a preferred biscuit. Visitors will be able to choose from 12 flavour profiles, including Buttery & Traditional, Dark & Decadent, and Gluten-Free & Vegan. After pressing the button that reflects their preferred flavour, a recommended biscuit will light up.
The Biscuitorium will also include The Made in Piccadilly counter, located beneath a ceiling mural painted by decorative artist Tess Newall. The counter will offer Made in Piccadilly Biscuits, handcrafted at Fortnum & Mason by Fortnum’s pastry chefs, led by Executive Pastry Chef Roger Pizey. The sandwich biscuits include Oat & Ganache, Eton Mess and Chocolate, Peanuts & Caramel, with further flavour profiles in development.
New Biscuit Ranges
Among the additions to the core range is the Whoppalossus, described as the largest biscuit ever made by Fortnum’s. The chocolate-coated sharing biscuit weighs 400g and measures 15.5cm in diameter. Designed to be sliced or broken apart, each flavour features two layers of buttery oat biscuit filled with combinations including Marshmallow & Salted Almond Caramel or Pistachio & Raspberry Marshmallow.
The launch also introduces Fortnum’s first Biscuits for Drinks collection. The sweet and semi-sweet biscuits have been developed to pair with Fortnum’s drinks, drawing on classic flavour pairings and botanical ingredients. The range includes Yuzu & Pink Peppercorn Biscuits to pair with gin, and Vanilla & Smoked Sea Salt Biscuits designed for whisky.
The expanded collection features more than 70 flavours of biscuits, including shortbreads, iced biscuits, Florentines and chocolate-enrobed products. Returning lines include Fortnum’s Musical Biscuit Tins, which play classical melodies while revealing a selection of sweet treats inside. New Selection Tins bring together miniature versions of Fortnum’s biscuits in collectible designs inspired by the Piccadilly clock and archival characters.
The range also includes refillable biscuit tins, allowing customers to top up selected varieties while reducing packaging. Fortnum & Mason estimates the initiative will save more than 100,000 tins from production.
The Biscuitorium will open at Fortnum & Mason Piccadilly on 14 May 2026, with the full range available to purchase in-store and online from launch.
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