For years, they were Britain’s undisputed kings of Christmas — five consecutive No.1 singles, millions raised for charity, and a feel-good family image that dominated the festive season.
But this December, the LadBaby story has taken a very different turn.
Mark Hoyle and his wife Roxanne have faced vile abuse online and in real life following their success
Roxanne Hoyle — better known as LadBaby Mum — and her husband Mark Hoyle stunned fans when they quietly scrapped plans for their 2025 Christmas single, ending a run that once even eclipsed The Beatles’ chart record.
Publicly, the couple cited exhaustion and a desire to step back.
Privately, insiders say the truth is far more complicated.
The Scandal That Changed Everything
Mark Hoyle and Roxanne pose for a picture with the Money Saving Expert Martin Lewis
According to sources close to the couple, the decision came amid an emotionally draining period sparked by a viral controversy that sent their carefully curated brand into freefall.
An online troll sent the clip to the couple along with a randsom of £10,000 in order for the clip not to be released
A video circulated online appearing to show Mark behaving inappropriately with another woman on a night out. Within hours, it spread across TikTok and X, fuelling speculation, mockery and relentless online scrutiny.
The couple have strongly denied the footage is genuine, insisting it is manipulated — possibly even AI-generated — and Roxanne has publicly stated she never doubted her husband.
“Mark couldn’t have been in that situation,” she said. “It didn’t add up.”
The couple topped the charts with their single Food Aid, a rework of the Band Aid song Do They Know It’s Christmas
But while they stood united in public, the impact behind closed doors was devastating.
Blackmail, Police Involvement — and Fear
In their book Our LadBaby Journey: Success, Sacrifice and Sausage Rolls, the couple reveal the nightmare actually began weeks earlier, when anonymous blackmailers demanded £10,000 to prevent the clip from being released.
Police were contacted immediately. Despite that, the footage still went public — triggering panic attacks and fear severe enough that anti-terror officers reportedly checked on the family’s safety.
For Mark, it was chaos.
For Roxanne, it was something else entirely.
Roxanne Under Attack
As the clip spread, Roxanne became the target of cruel online abuse. Trolls flooded her accounts with comments attacking her appearance and blaming her for the scandal.
Friends say the relentless criticism forced her to reassess everything — her marriage, her public identity, and the Christmas empire she helped build.
The result was not a dramatic announcement — but a quiet withdrawal from music altogether.
The End of Christmas — and a Strategic Shift
Walking away from the charts was no small decision.
The LadBaby Christmas singles had raised millions for The Trussell Trust and cemented the couple as festive royalty. But after years of pressure, scrutiny and expectation, insiders say the joy had gone.
Instead of another festive anthem, the couple unveiled a shock new business venture: a food brand called Dinners Ready, selling sauces — including sausage-roll-flavoured mayonnaise — priced at £3.99 per bottle.
Ten pence from each sale goes to charity, but sources say the move signals a deeper shift: from music and sentiment to long-term financial security.
Millions at Stake
Financial records reveal LadBaby is no small side hustle.
Through three companies — MRPK, MRPKMH and MRPKRH — the brand has generated nearly £3 million in profits and controls assets worth more than £3.4 million, including significant cash reserves and investments.
Insiders say the sauce brand is part of a broader strategy to protect — and grow — the family fortune after stepping away from Christmas chart battles.
A Marriage Reset
Those close to the couple describe a turning point.
“Rox changed everything,” one insider said. “She focused on her health, her mental wellbeing, and redefining who she is outside the Christmas machine.”
Her dramatic weight loss and more polished public image have sparked speculation — including rumours of weight-loss injections — which Rox has consistently refused to address.
“She realised she didn’t have to stay boxed in,” the source added. “That confidence reignited their marriage.”
Success, But Not Without Backlash
The sauce launch was an instant commercial success. Their website reportedly crashed under demand from over 100,000 visitors, with products selling out in days.
But criticism followed just as quickly.
Fans questioned the price.
Others mocked the branding.
Some accused the couple of drifting too far from their relatable roots.
A body-language expert even weighed in, analysing their launch video and claiming Mark appeared dominant — though conceding their bond still looked strong.
From Viral Dads to Business Powerhouse
LadBaby began in 2016 as a YouTube account about fatherhood. Since then, the couple have built an empire spanning:
Five Christmas No.1 singles
Children’s books
A podcast and autobiography
Brand deals and games
A clothing line fronted by Roxanne
Yet critics have long accused them of monetising charity fame — a label the couple reject.
A New Era — Or the End of the Fantasy?
As 2025 unfolds, one thing is clear: the LadBaby Christmas era is over.
What remains is a powerful brand, a strategic business pivot — and unanswered questions about whether fans will follow them into this sleeker, more commercial chapter.
Behind the sausage rolls and festive cheer lies a story of pressure, pain, resilience — and a family quietly rewriting its future.
Source: https://www.dailymail.co.uk/
