Nadiya Hussain on Facing Backlash and Finding Her Voice in the Culinary World

Celebrity chef Nadiya Hussain, best known for winning the Great British Bake Off in 2015, has spoken out about the backlash she faced after publishing her cookbook, Rooza, a culinary exploration of Islamic cuisine inspired by Ramadan. Hussain revealed that she lost brand deals and experienced a shift in how she was perceived after centering her faith and cultural identity in her work.

A Turning Point with Rooza

Published in January 2025, Rooza offers 30 days of main meal and dessert inspiration for Ramadan, drawing from diverse Muslim communities around the globe . Hussain described the book as a “heartfelt culinary tribute to Ramadhan,” illuminating the rituals, traditions, and diversity of dishes within the Islamic world . Still, the announcement of Rooza proved to be a pivotal moment in her career.

Hussain shared that she lost three brand deals the same day the book was announced. She realized that, for the first time, people were acknowledging her as a Muslim woman, and some brands became “uncomfortable” with that association . Prior to Rooza, Hussain felt she had presented a “digestible version of herself” to the public, and attaching her faith to her food changed that perception.

Navigating Identity and Representation

The experience with Rooza led Hussain to re-evaluate her career path and her representation in the media. She likewise noted the cancellation of her BBC cooking shows around the same time, which she saw as connected to this shift. She parted ways with her management and decided to prioritize working with brands and individuals whose values aligned with her own, even if it meant earning less money .

Hussain expressed frustration with the lack of longevity for Muslim women in television, contrasting her situation with established white chefs like Mary Berry, who have enjoyed decades-long careers. She voiced concerns about being seen as a “token” representative, suggesting that there’s a limited space for diverse voices until the “box has been ticked” .

Looking Ahead

Despite the challenges, Hussain remains committed to her work and to creating authentic content that reflects her identity. Her latest cookbook, Nadiya’s Quick Comforts, was published in hardback by Penguin Michael Joseph . She hopes to see a future where diverse chefs are given the opportunity to build lasting careers based on their talent and expertise, rather than being limited by societal expectations.