Ulrika Jonsson has hit back at Great British Bake Off winner Nadiya Hussain, calling her ‘entitled’ and describing a ‘disappointing’ encounter she had with the TV chef years ago. The 58-year-old TV personality has weighed in on the ongoing backlash surrounding Nadiya’s recent comments about the BBC, after the broadcaster chose not to renew her cookery series.
Nadiya, 41, made waves recently after speaking out about her struggles as a Muslim woman in the entertainment industry. She claimed that the BBC had failed to support her in the way she expected, stating that the corporation had ‘not always supported Muslim women like me.’ Her comments followed the announcement that her cooking show would not be commissioned for another series. 
However, Ulrika has revealed her own personal experience with Nadiya, describing a brief but telling interaction they had in a TV green room. She said, “I met Nadiya years ago in a green room before a daytime show, and I was so excited because my daughters and I had prayed for her to win GBBO in 2015. But I was disappointed to find her quite dismissive, with what seemed like a sense of entitlement about her.”
Ulrika’s comments come as Nadiya has faced continued scrutiny for her remarks. In the wake of her show’s cancellation, she reflected on her career journey, expressing her frustration at feeling undervalued despite her hard work and talent. She shared her feelings in an emotional Instagram post, explaining how she had been conditioned to always be grateful — even in situations where she felt disrespected. 
“I used to think I had to be grateful all the time, like my family always was,” Nadiya wrote. “But after a while, it became heavy. Gratitude became something I was expected to wear like a uniform, and if I voiced frustration, it felt like I was being told, ‘How dare you complain?’”
Despite the growing tension, Ulrika did not shy away from calling out what she sees as a ‘sense of entitlement’ in today’s fame-hungry world. She said, “No one is entitled to fame. Fame doesn’t last forever — tastes change, new faces and trends come along. The world of television owes no one anything, and frankly, these moans are embarrassing.”
Nadiya, who won the sixth series of The Great British Bake Off in 2015, has enjoyed a successful career since, with multiple cooking shows on the BBC, including Nadiya’s Asian Odyssey and Nadiya’s Time to Eat. However, she announced earlier this month that the BBC would not be renewing her contract for another series, a decision she took as a turning point in her career.
Reflecting on her time with the BBC, Nadiya explained, “It’s really difficult as a Muslim woman. I work in an industry that doesn’t always support people like me or recognise my full potential.”
She also made it clear that, although she has been grateful for the opportunities she’s received, she’s no longer willing to remain silent when faced with inequality. “I’m allowed to feel more than just thankful. I’m allowed to be angry when I’m treated unfairly and I’m allowed to want more for myself and my family.”
With the BBC choosing not to commission further cookery shows with Nadiya, Ulrika’s words have stirred a deeper conversation about entitlement, fame, and the industry’s treatment of women, particularly those from minority backgrounds.
Nadiya’s career took off after her Bake Off win, and she went on to host several food series, including The Chronicles of Nadiya, Nadiya’s British Food Adventure, and the popular Nadiya’s Kitchen. She has also written numerous cookbooks and novels.
