Sue’s ‘nature’s Ozempic’, YouTube & pies… how the Radfords REALLY pay for 22 kids amid benefit rumours & will row

They famously took 18 holidays in a year, have a £150k car collection and splashed out £27k on a swimming pool – all while proudly denying they ever receive benefits for their 22 kids. And while the Radfords were left reeling recently when dad Noel lost his share of a £600,000 inheritance, it seems they have nothing to worry about financially. From lucrative social media sponsorship deals to ‘£5,000 an episode’ TV show – here we take an in-depth look at exactly how they afford their luxury lifestyle… Sue and Noel, pictured on their lucrative Channel 5 show Credit: Channel 5 The family work hard and are known for their love of holidays, and love to treat the kids Credit: theradfordfamily/Instagram During a recent episode of 22 Kids and Counting, which aired on Channel 5, Noel, 55, was seen head in hands as he read the will, which revealed his stepdad Clive, who died in 2024, had left his share of the mirrored wills to the cleaner. The estate omitted Noel and his brother, leaving 99 per cent to the cleaner and the remainder to family and charity. However since making their first TV appearance on Channel 4′s 15 Kids and Counting in 2012, Sue, 51, and Noel have added plenty of strings to their financial bow. Their family pie shop, YouTube videos, sponsorship deals and their TV show will have all provided a healthy income over the years. It’s their versatile empire combined which has earned them a reported net worth of around £1m. Asset-wise, it’s believed the couple’s house is worth between £475,000 to £500,000, based on an episode filmed in 2023. Sue and Noel also have car collection thought to be worth £150,000, a £26k hot tub and a swimming pool worth £27,000. Here’s a breakdown of their very successful money-making empire… Noel Radford, dad of Britain’s biggest family, lost his share of a £600,000 inheritance Credit: Channel 5 Sue Radford has been showing off her weight loss, after shedding three stone Credit: theradfordfamily/Instagram £2.5m pie shop Between their two main businesses, the famous couple more than tripled their wealth last year, according to Companies House documents. The couple own a pastry shop called Radford’s Pie Company, near their home in Morecambe, Lancs. In a previous episode of their TV show Noel revealed it’s made over £2.5 million since it opened in 1999. The pie outlet saw impressive growth in 2024, seeing a 177 per cent increase in value from £78,837 in capital and reserves – up from £28,470 in 2023. The website states: “We have owned our own lovely bakery since 1999 which is how we manage to provide for (and feed) our huge and expanding family as well as for the local people of Heysham and Morecambe. “We have set up our online pie shop so we can share our very popular pies with you all. We’re a real family business with both myself and Sue working at the helm along with some of our children to help us.” Daughter Chloe and son Daniel also work for the company. The couple are also directors of their own company, TRF21 Limited, which they started in 2019 and is described as providing ‘media representation services’. In 2024, the company’s net worth rose by 493%. The couple own a pastry shop called Radford’s Pie Company Credit: Lion TV Noel, right, once said the couple have earned £2.5million since starting the pie business Credit: Channel 5 Social media deals The family have been embroiled in more than their fair share of controversies over the years – including ‘tone-deaf’ Dubai holiday moan and ‘fake’ dementia revelation – but their fame has gained them plenty of fans. While Sue has previously pushed back against the idea that she is an ‘influencer’, there’s no denying that the family have an impressive follower count, which likely offers another financial boost. The family – who have always denied being on benefits – have over 1m followers on Facebook and 536,000 on their Instagram account. Meanwhile, Radford’s YouTube channel, where they share vlogs of family trips, holidays and adventures, has 375,000 subscribers. Since starting the channel in 2018, they have shared nearly 700 videos in total. There, they have had videos sponsored by a range of brands, including The Food Warehouse, TalkTalk and Zanussi. In 2022, the partnered with EE where they tested high speed broadband networks for an episode of 22 Kids and Counting. YouTubers can earn anywhere from 7p to 23p and more per view on a video, depending on engagement and click-through rates. The family generally see between 150,000 and 350,000 clicks on their videos. When mum Sue shed a whopping three stone recently with the help of weight loss pills, she also shared the secret to her success with her followers – and a link to the product. Sue admitted she had achieved her slimmed down figure with Berberine, a supplement dubbed ‘nature’s Ozempic’, that claims to boost metabolism and fat burning. “Lots of you asking what I’m taking so here’s the link for you,” Sue revealed on Instagram alongside a snap of the Vegavero Berberine tablets. While it’s not known whether it was an affiliate link, according to Amazon’s website, the commission rate for ‘all products’, where Berberine likely falls, is four per cent. This means Sue could have earned £1 for each bottle sold via her link, potentially giving her impressive sales, if she’d been paid to promote the product. Sue and Noel Radford pictured with their children Credit: Lion TV Noel and Sue whisked their kids to Disney World in a holiday costing more than £50,000 TV show fame Sponsorships and media work, as well as their TV show, have also helped the family earn an impressive income. While it’s never been disclosed how much the family earn from the series, brand expert Andy Barr previously suggested the figure could be around £5,000 per episode. The family had filmed 55 episodes of 22 Kids and Counting, along with three episodes of 15 Kids and Counting, earning a potential £290,000 from TV shows alone since 2012. When previously questioned over their finances, Sue said in a YouTube video that the Radfords were “absolutely not secret millionaires”. She continued: “To me rich would be having the big mansion, the flash cars and quite a few hundred thousand in the bank, to me that would be rich but we are not that.” Sue has also previously defended the family’s choice to splash the cash, previously insisting the family “work really hard” for their money. Defending their decision to enjoy lavish holidays, including a £50,000 Easter trip to Disney World in Florida, Sue said it was the death of her father that made her want to “make memories” with their children without judgement. “If you’re happy and the kids are happy, then what does it matter what anybody else thinks?”. Sue Radford and her family love UK staycations as well as long haul trips abroad Credit: Instagram The Radfords acquired a hot tub in 2020, much to the delight of their kids Credit: YouTube Sue was gifted a new flashy Range Rover by husband Noel for her 46th birthday The family first appeared in the Channel 4 documentary 15 Kids And Counting in 2012 Credit: Shutterstock Editorial Book deal One of Sue’s latest financial ventures came in the form of her book titled The Radfords: Making Life Count, which was released in 2024. It covers everything from how Sue and Noel bonded over being adopted, and had their first child together at 14, to the mammoth challenge of raising such a large family. Sharing news of the book’s release on social media, she wrote: “So many of you have asked over the years if we’ll ever bring out a book and it’s something we’ve wanted to do for a long time and now finally we’ve found time amongst the chaos of daily life to do it “It’s been such a lovely experience, reflecting on our journey to becoming Britain’s biggest family from first meeting to every pregnancy, birth and beyond. We love sharing our lives with you and we hope you’ll enjoy the book and all our stories old and new.” The Radfords Making Life Count book was released in 2024 Credit: Amazon Sue and Noel Radford had their first baby in 1989 Credit: The Sun Savvy saving Despite their impressive income, the family also make sure they live within their means. Sue previously said she keeps the family’s finances in shape by keeping to a strict £250 weekly food shop and cooking meals for just 40p a head. “We buy in bulk things like wash powder, toilet rolls and we shop about for things and see what’s on offer. It’s all about planning and being savvy,” she told Closer at the time. Meanwhile, thrifty dad Noel said the family saves on cinema trips by hosting at-home movie nights for the kids. He has also shared tips and tricks for budget friendly meals on the family’s YouTube channel, including a recipe for 40p baked potato. Sue and Noel do also ask the older children to chip in to help spread the costs. Sue and Noel love to holiday Credit: Instagram The Radford’s partnered with EE in 2022 Credit: EE During one episode of the TV show, daughter Chloe said: “Us older ones do pay a little bit of board, granted it’s not a lot but I am trying to save up for my house at the moment.” Sue added: “We’ve always said if you want to buy somewhere, rent is dead money so we would rather you saved that money up and stayed at home for a bit longer. “But me and Noel believe they should pay board, if they are earning we’ve always been brought up to pay board.” The family regularly share posts on their YouTube channel Credit: YouTube Sue and Noel have created a hugely successful business empire Credit: instagram/@theradfordfamily