A novel intumescent (carbonization, acid donor and foaming) fire retardant that mimics carbon nanotubes was introduced into bitumen roofing and characterized using cone calorimetry as the main analytical tool. The experimental results indicate that 18% (by mass) attapulgite mineral (ATTP) mixed with base bitumen decreased the peak heat release rate per unit area (pHRRPUA) by 10%. Further, incorporation of melamine coated ammonium polyphosphate (MAPP) decreased the pHRRPUA by 52% and a mixture of these (3:1, ATTP:MAPP) decreased the pHRRPUA by 25% as compared to adding CaCO3 as a filler. The residual mass loss after the cone test was also improved with up to 3%. The indication of a positive synergistic flame retardant effect of the ATTP-MAPP mixture is supported by thermogravimetric analysis. The addition of this rod-like mineral improved the general fire retardant properties of the base bitumen and increased the viscosity. Therefore, the polymer-modified bitumen with both fire retardant and rheological properties (providing mechanical strength) is a promising novel approach in the design of bitumen roofing membranes.