The Humble Jacket Potato's Dramatic Comeback
Once considered a lunch option that inspired little excitement, the jacket potato has staged a remarkable comeback in the United Kingdom. After decades in what many considered epicurean exile, this simple dish has roared back into popularity, capturing the imagination of food enthusiasts across the nation and beyond.
Social Media Sparks a Spud Revolution
The resurgence can be largely attributed to a new generation of social-media savvy vendors who have given the jacket potato a much-needed makeover. Among the pioneers are Jacob and Harley Nelson, who run SpudBros with their father Tony. After a slow start during lockdown, the brothers took advice from students in Preston Flag Market to embrace social media platforms.
"We thought: how can we make the jacket potato sexy again?" says Jacob Nelson. The pair began filming their interactions with customers while showcasing their loaded spuds, subsequently going stratospheric on TikTok in 2023. Now boasting nearly 5 million followers, they have secured sponsorship deals with Preston North End FC and collaborated with celebrities including Will Smith and Liam Neeson.
Historical Roots Meet Modern Innovation
Jacket potatoes have been a popular dish in Britain for nearly two centuries. One of the first recorded mentions appeared in the Preston Guardian in 1846, with Victorian historian Henry Mayhew noting that about 10 tons of jacket potatoes were sold daily in London's food markets during the mid-19th century, mainly to labourers. The dish remained a cafe staple throughout the 20th century before waning in popularity.
Now, statistics reveal a dramatic resurgence. According to a poll commissioned by Subway, which entered the spud market last year, 94% of UK adults report eating a jacket potato at least once weekly. The number of businesses incorporating "spud" in their names has skyrocketed from just seven in 2023 to over seventy last year. Waitrose reported sales of large potatoes increased by a third by the end of 2025, while searches for "jacket potato" on their website surged by 178%.
The Taste Test: Modern Versus Traditional
To experience this renaissance firsthand, I visited SpudBros Express in Soho, central London. Their permanent space represents a significant upgrade from their original market tram, resembling what one might describe as a Wonka factory for potatoes. With sacks of spuds in one corner, cast-iron ovens roasting away, and workers efficiently dishing out loaded creations, the operation is impressive.
I sampled their popular Spudfather option featuring chilli con carne, which arrived as a substantial nearly 1kg portion. The combination of melted garlic butter, generous cheese, chilli, crispy onions, sour cream, and their signature "spicy tram" sauce created a silky, flavourful experience. The following day's garlic chilli chicken offering proved less successful, with curry that tasted hurriedly prepared and spices lacking depth.
For comparison, I tried Subway's newer jacket potato offering. Displayed cold behind glass counters before being briefly reheated, these smaller, nearly £7 portions felt like a throwback to uninspiring school canteen offerings. The skins remained limp and chewy despite oven heating, with toppings that failed to impress.
Nutritional Considerations and Economic Advantages
Beyond the spectacle of social media and lavish toppings, health considerations are contributing to the jacket potato's renewed popularity. Dr Joanne Lunn, health and nutrition lead at Waitrose, attributes growing interest to increased awareness of ultra-processed foods. Nutritionist Jo Travers confirms that jacket potatoes are broadly healthy, being low in calories and containing important nutrients like iron and potassium.
"The size of the potato is really important," Travers advises, recommending portions roughly the size of one's fist to avoid blood sugar spikes and subsequent crashes. She emphasises that potatoes themselves contain limited fibre, making fibre- and protein-rich toppings like beans, chilli, or tuna essential for creating balanced meals.
From a business perspective, jacket potatoes offer economic advantages in challenging times for the food industry. Food expert Jane Milton notes they provide good margins with relatively low skill requirements. The main equipment needed is a potato oven capable of cooking up to 200 spuds in 90 minutes, with minimal staffing needs. Unlike sandwiches, they avoid costly food waste since toppings remain separate until point of sale.
Global Ambitions and Cultural Impact
The jacket potato's dramatic turnaround comes at an interesting moment, following the 2024 closure of baked potato specialist Spudulike after nearly fifty years on British high streets. According to Milton, big brands often struggle to capitalise on culinary trends quickly enough, while newer businesses like SpudBros and Tamworth-based SpudMan (with over 4 million TikTok followers) have embraced social media's potential.
These modern vendors have introduced theatrical elements to potato preparation, with some wearing headcams to film customer interactions and experimenting with extravagant toppings like lobster, caviar, and gold leaf during promotional events. "There's a lot of excitement and theatre about what they're doing," Milton observes.
For the SpudBros brothers, this represents just the beginning. "We could become a global brand," Harley Nelson reveals. "It's something we've dreamed about." As jacket potatoes continue their journey from humble British staple to international sensation, one thing remains clear: this simple dish has proven remarkably adaptable to changing tastes and technologies, securing its place in contemporary food culture through innovation, social media savvy, and enduring appeal.
