They were once Britain’s unbeatable Christmas chart kings — five consecutive number one singles, millions raised for charity, and a love story the public couldn’t get enough of. But this December, the world of Mark and Roxanne Hoyle — better known as LadBaby — looks very different.
Instead of another festive chart battle, the couple have launched a shock new food brand, selling products so unexpected that many fans thought it was an April Fool’s joke. At the same time, a tense announcement video has reignited whispers about their marriage, Rox’s dramatic transformation — and just how much money the LadBaby empire is really worth.
Now, insiders reveal what’s truly happening behind closed doors.
From Sausage Rolls to £3.99 Sauce Bottles
Standing nervously in their kitchen, Mark and Rox revealed their bold new venture: turning “Britain’s favourite foods” into sauces. Among the lineup? A nod to their famous Christmas hit — sausage roll–flavoured mayonnaise.
They were quick to highlight that 10p from each bottle will be donated to The Trussell Trust, helping families facing food poverty — a move many saw as a careful softener to the £3.99-per-bottle price tag, far higher than most supermarket sauces.
Sources say this isn’t just another gimmick — it’s part of a serious long-term strategy to protect their growing personal fortune.
We can now reveal the couple have made around £3 million in business profits through the LadBaby brand, and this new project represents one of their biggest financial shifts yet.
‘Rox Changed Everything’ — Inside the Marriage U-Turn
An insider told us:
“Things really changed when they stepped away from the Christmas songs. They became serious about building a long-term career. Rox focused on herself — she got fitter, lost weight, and worked on her mental health.”
Rox’s transformation has not gone unnoticed. Once celebrated as a relatable fashion icon for everyday mums, she now appears slimmer and more glam with every appearance — sparking endless online speculation.
There have even been whispers about weight-loss injections, though Rox has always refused to comment, insisting her focus is body positivity, not labels.
The source added:
“She realised she could do anything, and that inspired Mark. The spark in their marriage came back. Now when people speculate about their relationship, they simply ignore it.”
The Scandal That Nearly Broke Them
In 2022, their polished image was rocked when a video emerged online showing Mark allegedly ‘groping’ another woman. The clip was first used in an attempted blackmail scheme demanding up to £10,000.
The police were contacted, but the footage later leaked and went viral anyway — causing huge emotional strain.
“That kind of thing can make or break a couple,” an insider said. “But they worked through it.”
Demand Crashes Their Website in Hours
Despite the nerves in their launch video, fans rushed to the product in record numbers. Within hours, their website crashed under pressure from over 100,000 visitors, and the sauces sold out within two days.
The timing also coincided with a huge personal victory — the government announced plans to change baby formula pricing, following the couple’s Formula for Change campaign and even meetings at Downing Street.
That moment saw Rox break down in tears on camera.
Criticism, Confusion — and Mockery
Not everyone was convinced.
Some fans questioned the brand name “Dinners Ready,” suggesting it looked like a typo.
Others slammed the price:
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“£4 for a bottle? No thanks.”
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“Families struggling right now won’t be able to afford these.”
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“You’ll never beat Heinz tomato ketchup.”
Some even wondered if the whole thing was a joke:
“Did I sleep through Christmas and wake up on April 1st?”
A body-language expert later analysed their launch clip and claimed Mark appeared “dominant,” often pushing himself toward the camera while Rox tried to take centre stage — though he added their bond was clearly still strong.
From YouTube Dad to £3.4 Million Empire
LadBaby began in 2016, when Mark posted videos about becoming a first-time dad. Today, the couple share two sons — Phoenix, 9, and Kobe, 7.
Their breakthrough came in 2018 with We Built This City on Sausage Rolls, followed by four more Christmas chart-toppers. They made history as the only act to land five consecutive Christmas number ones.
While 100% of song profits went to The Trussell Trust, critics began branding the couple “grifters,” accusing them of benefiting indirectly from charitable fame.
Political controversy followed after Mark praised the Conservative government in a 2019 interview — a comment that still haunts their online image.
Books, Podcasts, Games — And Mountains of Cash
Since then, LadBaby expanded into:
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Children’s books
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A podcast
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An autobiography
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A family board game
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Brand partnerships with Jet2 and Smyths Toys
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A clothing collection fronted by Rox
Financial filings now show three companies — MRPK, MRPKMH and MRPKRH — controlling their earnings.
Together, those firms reported:
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£2,951,117 in profits
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£3,465,616 in total assets
Their highest-earning company alone holds over £2.3 million in assets, including nearly £1 million in investments and over £1 million in cash.
Yet despite their success, profits dipped sharply after stepping away from the charts — prompting speculation that their sauce empire is a calculated attempt to reignite the LadBaby money machine.
A New Era — Or the End of the Sausage Roll Fantasy?
The couple have registered multiple trademarks, including Dinners Ready, and judging by early sales, 2025 could become their most profitable year yet.
But the big question remains:
Will fans continue to follow LadBaby into their new, more luxurious era — or has the once-relatable duo finally drifted too far from their sausage-roll roots?
Source:
https://www.dailymail.co.uk/