Biscuiteers’ hand-iced biscuits are to be sold alongside Moonpig cards, gifts, and flowers under a new distribution partnership.
Customers will be able to send biscuits with cards, and Biscuiteers products will also feature in Moonpig flower and gift bundles as part of the gifting specialist’s year-round food and drink collection.
“We are so excited to be partnering with Moonpig and to be able to showcase some of our most popular biscuit collections to a whole new audience,” said Biscuiteers co-founder Harriet Hastings. “We look forward to developing a really compelling range of all-year round gifts together.”
The distribution deal follows a similar one between Biscuiteers and greetings cards marketplace Thortful last September. It also comes two months after Hastings was part of a team that rescued Biscuiteers through a pre-pack acquisition.
The business had been struggling in the face of rising production, distribution, and administrative costs, with accounts for the year ended 30 April 2024 showing losses of more than £1m despite turnover rising 7% to £11.1m.
Hastings and husband Stevie Congdon are on the board of the restructured business, along with investor Matt Scaife, a partner at Irish private equity firm Causeway Capital who spearheaded the rescue of Patisserie Valerie in 2019. All 160 staff transferred to the company, including recently appointed CEO Francesca Pittaway.
Founded in 2007, Biscuiteers produces hand-iced biscuits from its purpose-built ‘Ministry of Biscuits’ in Wimbledon that can make more than three million biscuits a year. It also has ‘Icing Café’ retail outlets in London’s Notting Hill and Belgravia.
In addition to direct sales, Biscuiteers is stocked by retailers in the UK and overseas. In February, several items from the Biscuiteers gifting range were listed by Ocado.
The corporate arm of the business creates bespoke biscuits for brands including Yves Saint Laurent, Cartier, Karl Lagerfeld, Christian Dior and Net-a-Porter.
Biscuiteers achieved B Corp accreditation in March, which it said reflecting its commitment to social and environmental responsibility, transparency, and responsible business practices.
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