Jacket potatoes are back as TikTok star SpudBros plans expansion of UK front
Early vinyl records made a comeback, then baggy jeans. Now Britain’s quirky comfort food is enjoying a revival, as the popular TikTok jacket business plans to expand across the country.
SpudBros, the family-run baked potato brand founded in Preston, is set to roll out across the UK after partnering with EG On The Move, the roadside retail group led by Zuber Issa.
The move comes more than five years after the collapse of the Spudulike, once a staple of British high streets, and signs of renewed confidence in a product many thought had been left behind in the 1990s.
SpudBros was launched in 2020 by brothers Jacob and Harley Nelson after taking over an old hot potato cart in Preston, Lancashire. During the pandemic, they turned to social media, especially TikTok, to build a loyal following, using short videos to showcase giant baked potatoes topped with toppings like garlic butter, cheese, beans, chilli con carne, tuna coleslaw and bolognese sauce.
That online popularity has translated into real-world growth. The brand has since expanded beyond Preston, opening sites in London, Liverpool and Sheffield, while attracting celebrity fans including Will Smith, Joe Jonas, Liam Neeson and YouTube star MrBeast.
The latest step in its growth is a deal with EG On The Move, which operates around 160 petrol stations across the UK. SpudBros Express stores opened last week at EG locations in Blackburn, Lancashire, and Wakefield, West Yorkshire, on a trial basis. If successful, the partnership could see the concept rolled out across EG’s wider national network.
Jacob Nelson said the first launch is just the beginning. “I am confident that Blackburn and Wakefield are just the beginning of a great journey with EG On The Move,” he said.
Salim Hasan, chief executive officer at EG On The Move, said the group expects the partnership to be a long-term one in areas close to the road. “Working with the SpudBros Express leadership and brand team, we expect the opening of these two test stores to be a strong and successful long-term roadside partnership,” he said.
Earlier this year, the Nelson brothers also signed a deal with Taster to help develop the SpudBros Express concept and explore financing opportunities. EG On The Move already operates over 200 food and drink concessions across the country, with partners including Starbucks, Subway and Greggs.
The return of jacket potatoes marks a stark contrast to the fate of Spudulike, which closed its remaining 37 UK branches in 2019 after struggling with high street collapses and rising costs. Its demise comes at a time when several restaurant chains, including Carluccio’s and Ed’s Easy Diner, are also closing sites, although other brands, such as Jamie’s Italian, are now trying to make a comeback of their own.
For SpudBros, the combination of social media, comfort food and high-end sidewalks can prove a potent mix. If EG On The Move’s trials are successful, the humble jacket potato could once again become a staple of British eating habits – this time driven by Gen Z rather than office breaks.
