Winner of The Great British Bake Off, John Whaite has come under fire for tweeting an “insensitive” post that was deemed transphobic.

Whaite, the winner of GBBO 2012, caused a stir after comparing the former wife of late politician Charles Kennedy to Caitlyn Jenner.

Whaite shared a picture of Sarah Gurling with her son Donald at her former husband’s memorial service this week and insinuated that Gurling looked like Jenner.

Many Twitter users lashed out at the baker, who was deemed both insensitive to the grieving woman and transphobic.

The tweet was quickly deleted and replaced with an apology from the TV personality.

“OMG I honestly had no idea. I’m so sorry for that. I truly am,” he wrote. But it seems that the damage was already done.

@JohnWhaiteBakes maybe you should consider deleting this tweet? If it was meant as a joke it seems rather misplaced.

— The Caked Crusader (@spinkinks) November 3, 2015

@JohnWhaiteBakes @Telegraph clearly you don’t have boundaries when it comes to respect? Grow up! — Steph De Nitto (@stepphyy_d) November 3, 2015

Oh dear, this won’t go well. https://t.co/B0pgVyATN8

— Paddy (@_Paddy_White_) November 3, 2015

John’s camp have yet to make further comment on the controversy.