Overview
- Announcing the move on Instagram this week, the Bake Off winner thanked supporters, retired his ‘Jonny Boy’ persona and framed the shift as a new chapter.
- Ruff Puff Bakehouse opened as a brick‑and‑mortar shop in April following his 2024 mail‑order venture, Ruff Puff Brownies, and he cites the expansion as the reason for refocusing.
- In a new Instagram Q&A video posted Thursday, he said he earned about $270,000 over 11 months on OnlyFans but chose to prioritise building the bakery.
- He wrote that working with his team showed him his value lies in building, baking and sharing rather than body image, reflecting a reset of his public identity.
- Earlier this year he claimed Waitrose removed his recipes after he rejoined OnlyFans, highlighting tensions he has faced with some brand relationships.