Former Great British Bake Off winner and Strictly Come Dancing star John Whaite has confirmed the closure of his physical bakery, describing it as a 'painful decision' driven by relentless pressure and a recent personal scare.
A Difficult Decision for the Bakehouse
John Whaite, who triumphed in series three of the iconic baking show, announced alongside his husband Paul Atkins that their Ruff Puff Bakehouse will shut its doors for good on Sunday 25th January. The in-store bakery, which opened in July 2025 at Cedar Farm, has faced unsustainable challenges.
In a heartfelt statement on Instagram, the pair explained that the demands of running a bricks-and-mortar operation had become too great. They cited unforgiving margins, a relentless workload, and a significant emotional toll that had been mounting over the past six months.
The Incident That Forced a Rethink
A pivotal moment came when Whaite was knocked over by a car, an event he described as a frightening physical jolt. This accident forced him to confront the reality that he was 'running on empty' and pushing himself too hard.
'It was a frightening, physical jolt that forced me to stop – quite literally – and confront the reality that I had been running on empty, pushing too hard, and holding too much together,' he wrote.
The business was quick to clarify that the closure was not due to a lack of community support, but rather an unsustainable business model. They extended thanks to the local customers and the Baillie family at Cedar Farm for their support.
Focus Shifts to Online Brownies and Recovery
Looking ahead, the couple confirmed that the Ruff Puff brand will continue, but in a refocused format. Ruff Puff Brownies will relaunch as an online-only business in the autumn, after Whaite takes a necessary break to rest and recover.
'Over the coming months, I'll be taking a proper step back to rest and recover. The pause is necessary,' Whaite stated, adding that the reset will allow them to rebuild with intention rather than urgency.
The announcement prompted an outpouring of support from fans on social media, with many expressing sadness at the bakery's closure but understanding of the need to prioritise health and wellbeing.
One supporter commented: 'Health and of course mental health comes first. Your business is amazing and your product is unbelievable.' Another added: 'You’ll be very much missed.'
