We went to Biscuiteer’s Icing Hall *squeal* and met their Marketing Manager

Emily Wadsworth

Image Credit: Emily Wadsworth

When I got invited to the Biscuiteers factory I squealed with delight. I’ve loved the company after, A – trying the food, and B – ever since they burst onto the fashion scene with their froth of foodie fun. Heel shaped biscuit anyone?

I caught up with their Marketing Manager, Cassie Merrick, about how she got her job. You’ll want it too after reading this. Mmm just think of all those free biscuits…

1. How did you get into your job?

I graduated from university and moved to London as everyone does. I started at Biscuiteers as an E-commerce Assistant and at that time it was just one other person in the office. That was in 2009 when the business was only two years old. It was very small and we only had 10 icers and as you can see we now have a lot. We didn’t have any Icing Cafes back then and we got smaller orders.

Emily Wadsworth

Image Credit: Emily Wadsworth

2. How did Biscuiteers begin?

Harriet had a huge career in Marketing and PR, she worked for a lot of PR consumer divisions and then she had her fourth child and wanted to scale back. Harriet and her husband Stevie were actually on holiday in New York and saw how much food gifting was going on and thought that there was a gap in the market for that over here. Her husband Stevie owns Lettice Party, the catering company, so has a lot of kitchen experience. They married their skill sets together and formed Biscuitters.

Emily Wadsworth

Image Credit: Emily Wadsworth

3. Food is becoming fashionable and Biscuiteers has played a huge part in that change. Tell us about that.

We have worked with so many amazing fashion brands. Charlotte Olympia is one of our key clients, we built a giant, walk-in gingerbread house for her Paris Fashion Week press show. We’ve also worked with Gucci, Victoria Beckham and Prada who we helped at one of their fragrance launches. Our food is so Instagrammable and there are so many bloggers out there now who aren’t just fashion-focussed. Food is becoming a part of what they do and they come into our Icing Cafés and take photos of the biscuits.

Emily Wadsworth

Image Credit: Emily Wadsworth


Emily Wadsworth

Image Credit: Emily Wadsworth

4. Why do you think people are becoming more interested in what they are eating?

There is definitely a movement to people being more interested in food. I always tell people that Biscuiteers is a discovery brand. People love to feel that they have found us and they get a lot of joy out of food gifting. We get feedback all the time about how much people enjoy finding us before their friends. I also think that there is more of an interest now for having things that are handmade, particularly amongst Londoners. Our biscuits are actually made by experts here in London.

Emily Wadsworth

Image Credit: Emily Wadsworth

5. What’s the best part of your job?

Other than the endless supply of free biscuits [laughs], I would have to say the amazing team. Everyone is so passionate about the business. I have worked here since 2009, I took a career break in the middle of it where I moved to another country for a bit, but I came straight back because I really do love working here. There is so much creativity that goes on here.

Emily Wadsworth

Image Credit: Emily Wadsworth

6. How are you finding the Christmas period? This must be your busy time!

We’re dealing with the huge volume of orders really! One thing I love about Biscuiteers is that the biscuits are handmade. It would be easy for Harriet to say that we could produce more by cutting back, but that is literally not what we do. While we are scaling up we are also scaling out too, we just have to fit more icers in. Harriet and Stevie have a chef that cooks for us at lunchtime and even though there are 60 or 70 of us and we have to take it in turns to eat, it’s a nice thing that brings us together. There’s a lovely school dinner atmosphere! It’s really all go. We start product development for Christmas in February! Last year we sent 1000 tins in one day so it can get very crazy!

Emily Wadsworth

Image Credit: Emily Wadsworth

7. How could someone follow your career path?

Be willing to get into a company in any role and work your way up. If you show passion and a willingness to help out, you can get ahead. When I started I was packing the slips and doing everything, all the jobs from the ground up.

Emily Wadsworth

Image Credit: Emily Wadsworth

Check out Biscuiteer’s website here.

Now what?