Jacket potatoes are experiencing a significant resurgence in popularity across the UK, drawing interest from celebrities, tourists, and teenagers. This comeback is largely attributed to social media-savvy vendors who have modernized the dish.
The Rise of SpudBros
Jacob Nelson, co-founder of SpudBros, aimed to revitalize the jacket potato's image. After a slow start during lockdown, he and his brother Harley engaged with customers in Preston, who advised them to utilize social media. By filming customer interactions and showcasing their loaded jacket potatoes, SpudBros rapidly gained popularity on TikTok in 2023. The company now boasts nearly 5 million followers, a sponsorship deal with Preston North End FC, and collaborations with figures like Will Smith and Liam Neeson.
Historical Context and Market Trends
Jacket potatoes have a long history, with recorded mentions in the UK dating back to 1846. They became a popular street food in the mid-19th century, with an estimated 10 tons sold daily in London, primarily to laborers. After becoming a cafe staple, their popularity waned before the current resurgence.
Recent data indicates a strong return for the dish. A Subway-commissioned poll revealed that 94% of UK adults consume a jacket potato weekly. The number of new food businesses incorporating "spud" in their name increased from 7 in 2023 to over 70 in 2024. Retail sales of large potatoes at Waitrose rose by a third, and online searches for "jacket potato" increased by 178%.
Social Media and Influence
Despite their often unphotogenic nature, jacket potatoes have generated significant social media engagement, including transatlantic debates over toppings. Influencers like Poppy O’Toole, known as the 'Potato Queen,' have amassed nearly 5 million TikTok followers by sharing recipes and have published multiple cookbooks. Celebrities such as Kim Kardashian have also expressed their fondness for loaded potatoes.
Economic and Nutritional Aspects
According to food industry expert Jane Milton, the current comeback differs from previous trends, featuring elaborate toppings and a focus on presentation and "theatre." Jacket potatoes present an economic advantage for businesses due to good profit margins, relatively low skill requirements, and minimal staffing. Potato ovens can cook up to 200 spuds in 90 minutes. They are also suitable for takeaway and help reduce food waste, as ingredients are prepared fresh at the point of sale.
From a nutritional standpoint, Dr. Joanne Lunn of Waitrose and nutritionist Jo Travers note that the renewed interest is partly driven by a growing awareness of ultra-processed foods. Jacket potatoes are generally low in calories and provide essential nutrients like iron and potassium. Travers advises consuming potatoes roughly the size of a fist to avoid blood sugar spikes and suggests adding fibre- and protein-rich toppings such as beans, chili, or tuna to create a more complete meal.
Future Outlook
Spudulike, a baked potato specialist operating for nearly 50 years, closed its UK doors in 2024, highlighting the challenges for established brands in adapting to new culinary trends and social media dynamics. SpudBros, on the other hand, expresses ambitions to expand globally, aiming to transform the British staple into a worldwide brand.