Strictly Come Dancing finalist and Great British Bake Off winner John Whaite says Waitrose has effectively scrubbed him from their website — and he believes it may be tied to his recent return to OnlyFans.
In a candid Instagram video posted on April 24, the 35-year-old baker revealed that the supermarket giant removed all of his recipes from its platform shortly after he rejoined the adult content subscription site.
“It seems Waitrose have diverted all my recipe links to similar recipes by other people – my work history with them ostensibly expunged,” Whaite said, visibly disappointed.
“My catalogue of YouTube videos with them has also disappeared. It’s like I never existed. No one at Waitrose informed me or told me why… I can only guess that it’s because I do OnlyFans.”
Whaite, who first rose to fame after winning The Great British Bake Off in 2012, had previously contributed his own page of curated recipes to Waitrose’s website. That page now redirects to a generic “Guest Recipes” section featuring other chefs — with no trace of Whaite’s work.
“Look, I get my OF work doesn’t align with their brand, and I would have accepted that had they treated me with an ounce of human respect,” he added.
“But to wipe out an entire collection of very hard work without any notice or chance to save the recipes first is an insult.”
In a brief response, a Waitrose spokesperson told The Sun:
“We regularly review recipes on our site and we are constantly updating and refreshing. We are very grateful for the work John has done for us.”
This isn’t the first brand backlash Whaite has faced since rejoining OnlyFans. Just last month, he revealed that Peugeot asked him to stop posting about the brand and return his car after discovering his adult content.
“Pettiness is in for 2025,” Whaite quipped online. “So much for being an inclusive brand.”
Peugeot issued a similar statement, saying they chose not to renew their partnership with Whaite when their agreement ended in March 2024.
Whaite’s shift into OnlyFans comes alongside his growing brownie and cookie business, Ruff Puff Brownies, which he runs with husband Paul Atkins. The couple’s handmade treats often sell out due to strong demand from their loyal base of 38,000+ social media followers.
Following the cancellation of his appearances on Steph’s Packed Lunch in 2023, Whaite leaned into entrepreneurship, both in the baking world and on his now-explicit content platform.
“One sells brownies and cookies,” he said in a recent interview. “While the other is a meatier enterprise. If you want to buy my sweet treats, head to Ruff Puff Brownies — and if you want to buy my meat, head to my OnlyFans page.”
John Whaite made history in 2021 as one half of Strictly Come Dancing’s first same-sex male couple alongside Johannes Radebe, with the pair reaching the final.