Truth behind LadBaby’s strange new venture as the couple ditch Christmas chart-toppers for sauces – and why there’s far more going on behind the scenes than fans realise.

They were once the golden couple of Christmas, banking five number-one singles while raising thousands for charity. But fast-forward to this December and the LadBaby story has taken a very different turn.

NINTCHDBPICT001042894699 11 Mark and Roxanne Hoyle have launched a new businessCredit: Instagram

Mark and Roxanne Hoyle, better known as LadBaby, are now selling a product so unusual many initially thought it was an April Fool’s prank. Their announcement video also set alarm bells ringing about the state of their marriage and the size of their profits. Now insiders reveal what is really happening behind closed doors – and just how much the family is worth.

Standing nervously in their kitchen, the couple unveiled their latest business idea: turning “Britain’s favourite food” into sauces. Among the range is a cheeky nod to their famous festive hit – sausage-roll-flavoured mayonnaise.

They were quick to stress that 10p from every bottle sold would go to the Trussell Trust to help people on low incomes, softening the impact of the hefty £3.99 price tag – far higher than most sauces.

Sources say the move is part of a shrewd strategy to safeguard their already wealthy family. The couple are believed to have earned around £3 million in business profits from the LadBaby brand, and this new launch marks a major shift in their approach.

An insider said:
“Things really changed when they stepped back from the Christmas songs. They decided to get serious about building a long-term career. Rox began focusing on herself, getting fitter, losing weight and prioritising her mental health.

Rox broke down in tears this week after the government announced they were implementing a change to the way baby formula is sold

“She realised she could do anything, which inspired Mark. The spark in their marriage was reignited, and when people now question their relationship, they just ignore it. There’s been a real U-turn in the household as they move away from gimmicky songs and believe they’ve created something special.”

LadBaby Mum Rox has wowed her followers with her impressive weight lossCredit: Instagram/ladbabymum

Rox’s weight loss has become a huge talking point among fans, with followers remarking how much slimmer she looks on camera – a big change from the woman once hailed as a fashion icon for the “everyday mum”. Despite rumours about weight-loss injections, Rox has refused to comment, saying only that she wants to promote body positivity.

NINTCHDBPICT001042894687 11 The couple appeared nervous when they shared the news with fans this weekCredit: Instagram

The couple have weathered storms before. In 2022, Mark was caught up in controversy after a clip surfaced appearing to show him groping a woman. The video was allegedly sent with demands for money that rose to £10,000. They contacted police, hoping it would disappear, but it soon went viral. Insiders say the stress tested their marriage, but they worked through it.

This week, however, they appeared united as ever, explaining in their excitable video that they wanted to build a “family business” from scratch that “tasted good” and could be made “without anybody’s help”.

Within hours, their website crashed as more than 100,000 fans tried to buy the sauces. Two days later, they had sold out.

Celebrities Attend The Beauty Awards 2025 In London – 24 Nov 2025 11 The new business is just the latest change for the couple who have weathered a few stormsCredit: Splash

The same week also brought emotional scenes as Rox broke down in tears after learning the government would act on their Formula for Change campaign, reducing the cost of baby formula following their tireless lobbying – including visits to Downing Street.

But success has not silenced criticism. Fans questioned the name “Dinners Ready”, with some suggesting it should read “Dinner’s Ready”, while others balked at the price.

NINTCHDBPICT000627043920 11 Rox has become well loved for her honesty onlineCredit: ladbabyofficial/Instagram

One wrote: “£4 for a bottle, no thanks.”
Another added: “Families who aren’t working right now will miss out. These sauces are for kids really – have they thought about people struggling with the cost of living?”

Some even wondered if the flavours were a joke. “Did I sleep through Christmas, New Year and Valentine’s Day and wake up on April 1st?” one joked.

The star had her own clothing range at one point, which she modelled herselfCredit: Facebook/InThe Style

Body-language expert Darren Stanton also analysed their announcement video, saying Mark appeared “overpowering”, often edging toward the camera and taking centre stage, though he stressed the couple still showed strong chemistry and long-standing affection.

LadBaby began in 2016 when Mark started documenting his life as a new dad. Now parents to Phoenix, nine, and Kobe, seven, the pair turned what began as a simple YouTube project into a huge brand.

Rox has undergone a huge transformation recently and looks more glam than ever beforeCredit: Splash

Things exploded in 2018 with their debut charity hit We Built This City on Sausage Rolls. Four more festive chart-toppers followed, making them the only act in UK history to score five consecutive Christmas number ones between 2018 and 2022.

Every penny of the singles went to the Trussell Trust, but behind the scenes, the family was planning for its future. Public opinion later shifted, with accusations of profiteering and even political jibes when they refused to reveal who they voted for. Mark once told The Guardian he believed the Conservative government would “do a great job”.

Before fame, Rox had spoken of living on just £20 a week, choosing between nappies and food in a one-bed flat. Today, there is no doubt the couple have built serious wealth.

The pair – pictured here in 2022 – have amassed millions in the bankCredit: Alamy

They expanded into children’s books with Greg the Sausage Roll – Santa’s Little Helper, launched a podcast, autobiography and board game, and secured lucrative brand partnerships with Jet2 and Smyths Toys. Rox even had her own clothing edit with In The Style.

The couple are hoping the brand will help secure their futureCredit: Instagram

Although their podcast has been on pause for over a year, the cash has continued to roll in. Three jointly owned firms – MRPK, MRPKMH and MRPKRH – reported £2,951,117 in profits and £3,465,616 in assets for the year ending August 31, 2024. The largest, MRPK, held £2,372,357 in assets alone.

Earlier accounts show how rapidly their fortune grew: £71,339 in 2018, rising to £426,737 in 2019 and £720,987 in 2020, before dipping to £186,752 in 2022 and £143,301 last year – fuelling speculation that the sauces are an attempt to recapture their early financial highs.

They have also registered five trademarks, including LadBaby, LadBabymum, Dinners Ready and a “b” logo. With sales flying, 2025 could yet prove their most profitable year.

The question now is whether fans will continue to embrace the ever-evolving LadBaby empire – or decide the once-relatable couple have become more Rolls-Royce than sausage roll.

Source: https://www.dailymail.co.uk/