John Whaite, the Strictly star and 2012 Great British Bake Off winner, has announced he is quitting OnlyFans as he begins a new chapter in his career. The television baker had rejoined the adult platform earlier this year after saying his 12-year TV run no longer lit his fire, but on Monday he revealed he would step away from OnlyFans and return to his baking roots with Ruff Puff Bakehouse and Ruff Puff Brownies.
In a social media post, Whaite explained that his bakery businesses have taken up much of his time, but in the best possible way. They have reminded him of a baking talent he had neglected and signaled a shift toward building, baking and community. He said his value lies in the craft rather than body image and that this marks the start of a new chapter rooted in creativity and collaboration.
The move comes amid an ongoing dispute over a separate issue involving Waitrose. Earlier this year Whaite claimed the supermarket removed his recipes from its website after his return to OnlyFans. A Waitrose spokesperson was quoted by the press as saying the site is regularly updated and refreshed and thanking him for his past contributions, but did not address the specific removal claim. The Daily Mail contacted Waitrose for comment at the time.
Whai te's Instagram post also touched on purpose and community, describing the decision as a restart rather than an ending. He noted that working with the Ruff Puff team has shown him he can build something lasting through baking and that the experience of the past year has rekindled the passion that first set him on this path.
Friends and fans offered support after the announcement. Lisa Faulkner posted warm words, while a number of Strictly and Bake Off alumni joined in with encouragement. Some colleagues acknowledged his pivot as part of a broader career arc rather than a departure from public life.
Whaite's rise to fame began with his 2012 victory on The Great British Bake Off, and since then he has pursued work as a chef, broadcaster and author. His books include Perfect Plates in 5 Ingredients and A Flash in the Pan. The Waitrose situation has been a backdrop as he expands Ruff Puff Bakehouse and Ruff Puff Brownies, a project he says has reignited his hands-on craft and connection with a baking community. He stressed that his priority is the continued growth of his baking ventures and the community they serve.