Former Strictly Come Dancing contestant and Great British Bake Off winner John Whaite has announced the closure of his Lancashire bakery, citing the relentless workload and a recent car accident that left him hospitalised. The 36-year-old ran the Ruff Puff Bakehouse at Cedar Farm in Ormskirk with his husband Paul Atkins, opening it last year.
In an Instagram post on Monday, Whaite described the decision as 'painful', stating: 'After a great deal of reflection, we’ve decided to close the Bakehouse and refocus our energy on Ruff Puff brownies.' He explained that over the past six months, the pressure of running a bricks-and-mortar bakery had intensified, with the workload becoming relentless and the emotional toll heavier than they had admitted.
The bakery stress became unmanageable after Whaite was knocked over by a car, an incident he said 'brought everything into sharp focus'. He added: '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.'
Whaite thanked customers, emphasising that the closure was not a reflection of the community but a recognition that the business model was no longer sustainable. The couple will now focus on their Ruff Puff Brownies brand, relaunching in the autumn after taking time to rest and recover.
Last week, Whaite revealed details of the accident on Instagram, saying he rolled up the bonnet of the car, damaging it and the windscreen, before landing on the road. He credited his '16 stone of muscle' for saving him, as doctors told him, and said he is now doing OK. Whaite rose to fame winning Bake Off in 2023 and later made history as part of Strictly's first same-sex couple in 2023, finishing second with Johannes Radebe.
