{"id":382,"date":"2025-05-30T06:00:00","date_gmt":"2025-05-30T06:00:00","guid":{"rendered":"http:\/\/www.wigyouup.com\/?p=382"},"modified":"2025-06-11T10:03:03","modified_gmt":"2025-06-11T10:03:03","slug":"the-jacket-potatos-unstoppable-rise-and-the-preston-brothers-leading-the-revolution","status":"publish","type":"post","link":"http:\/\/www.wigyouup.com\/index.php\/2025\/05\/30\/the-jacket-potatos-unstoppable-rise-and-the-preston-brothers-leading-the-revolution\/","title":{"rendered":"The jacket potato\u2019s unstoppable rise \u2013 and the Preston brothers leading the revolution"},"content":{"rendered":"
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\n\t\t\"Spud\t<\/div>
SpudBros want to make jacket potatoes ‘sexy’ (Picture: SpudBros)<\/figcaption><\/figure>\n

The humble baked potato has always been an easy, low cost meal choice – but, until recently, it’s also been considered as a bit basic. <\/p>\n

However, thanks to a heady mix of social media and a rise in jacket ‘connoisseurs’- the UK is experiencing a baked spud boom that’s seen it rocket up the food chain<\/a> to become an elite foodie option<\/a>.<\/p>\n

So much so, 88% of Brits are now swapping shop-bought sandwiches, sushi and salads for a hearty baked potato<\/a>, according to a recent survey by Nurrish. \u00a0<\/p>\n

The history of the humble spud<\/strong><\/h2>\n

The concept of baking spuds with the skin actually harks all the way back to 6,500 BC, with the Incas in Peru. During the mid-19th century, they took off in the UK, with street food vendors making a nice profit selling them in the colder months.<\/p>\n

By 1974, baked tatties had a dedicated franchise, SpudULike, which saw visitors load their potato up with beans and cheese, tuna and sweetcorn mayo, and chilli con carne. However, despite initial success, the brand became unprofitable as the high street<\/a> started to struggle, suffering a slow and painful death and all the physical spaces were gone by 2019.\u00a0<\/p>\n

Back then it seemed that the jacket potato was destined to be in a supporting role forevermore – but suddenly, it\u2019s returned for a main character moment<\/a>.<\/p>\n

\n
\n\t\t\"baked\t<\/div>
The humble spud has had a makeover (Picture: Getty Images)<\/figcaption><\/figure>\n

Jacket potato revival<\/strong><\/h2>\n

Vhari Russell, founder of The Food Marketing Experts<\/strong><\/a>, has worked in the food industry for over 20 years and tells Metro<\/strong>: \u2018There’s a movement around this nostalgia food trend<\/a>, and baked potatoes are very much part of that. Eating one takes many people back to a happy, safe place.\u2019<\/p>\n

There\u2019s also another reason: the rise of the air fryer. \u2018The appliance has played a part as they have made them even quicker to cook, which works well with our busy lives,\u2019 adds Vhari. <\/p>\n

The expert also lists other reasons, such as being a UPF antidote for a more health-conscious society, not to mention the purse-friendly price tag in a cost-of-living crisis.\u00a0And, of course<\/em>, social media.\u00a0<\/p>\n

Going viral<\/h2>\n
\n
\n\t\t\"Jacob,\t<\/div>
Jacob and Harley have built up their brand (Picture: Jacob Nelson \/ SWNS)<\/figcaption><\/figure>\n

If you\u2019re chronically online then you\u2019re likely to have seen videos geared toward the baked spud movement.\u00a0<\/p>\n

Content ranges from TikTok star Becki Jones topping hers with everything aside from the kitchen sink, to MasterChef star Poppy O\u2019Toole<\/a>\u2019s (who goes by the handle Poppy Cooks, and is referred to as potato queen) mouth-watering recipes such as french onion, cheese and caramelised onion, or the more bonkers like her Christmas pudding concoction.  <\/p>\n

Street food vendors have also turned serving jacket potatoes into national brands, such as Spudman – aka Ben Newman. He’s so big that some local businesses in Tamworth are complaining that he can’t cater for the speed of growth, so the customers are using their toilets and tables. <\/p>\n

Then there’s SpudBros, run by siblings Jacob and Harley Nelson.\u00a0If your algorithm hasn\u2019t yet introduced you to the Preston-based brothers, let us catch you up.\u00a0<\/p>\n

\n
\n\t\t\"Jacob,\t<\/div>
The boys had big dreams! (Picture: Jacob Nelson \/ SWNS)<\/figcaption><\/figure>\n

Their journey began five years ago when their dad, Anthony, known as Spud Father to social media fans, took over a converted tram that had been trading in Preston Flag Market since 1955 after his friend Keith, who\u2019d previously run it (and gave Jacob, 30, his first job) passed away. <\/p>\n

Anthony asked Harley, 23, who was struggling at college due to dyslexia, dyspraxia and dyscalculia, to join him. It was a no-brainer as he\u2019d always loved a baked spud.<\/p>\n

\u2018I’ve got a vivid memory of having a jacket potato on Christmas Eve and then hearing something in the chimney and going to see if it was Santa,\u2019 Harley excitedly tells Metro<\/strong>. (We quickly learn that whenever the brothers talk about tatties, happiness exudes from their every word.)<\/p>\n

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class=\"metro-related-video-carousel__related-video-placeholder-thumbnail\">\n\t\t\t\t\t\t\t<\/div>\n<div class=\"metro-related-video-carousel__related-video-placeholder-headline\">\n\t\t\t\t\t\t\t\t<span><\/span><br \/>\n\t\t\t\t\t\t\t\t<span><\/span><br \/>\n\t\t\t\t\t\t\t\t<span><\/span><br \/>\n\t\t\t\t\t\t\t\t<span><\/span>\n\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"metro-related-video-carousel__related-video-placeholder\">\n<div class=\"metro-related-video-carousel__related-video-placeholder-thumbnail\">\n\t\t\t\t\t\t\t<\/div>\n<div class=\"metro-related-video-carousel__related-video-placeholder-headline\">\n\t\t\t\t\t\t\t\t<span><\/span><br \/>\n\t\t\t\t\t\t\t\t<span><\/span><br \/>\n\t\t\t\t\t\t\t\t<span><\/span><br \/>\n\t\t\t\t\t\t\t\t<span><\/span>\n\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t\t\twindow.addEventListener(‘metroVideo:relatedVideosCarouselLoaded’, function(data) {<br \/>\n\t\t\t\tif (typeof(data.detail) === ‘undefined’ || typeof(data.detail.carousel) === ‘undefined’ || typeof(data.detail.carousel.el_) === ‘undefined’) {<br \/>\n\t\t\t\t\treturn;<br \/>\n\t\t\t\t}<br \/>\n\t\t\t\tvar player = data.detail.carousel.el_;<br \/>\n\t\t\t\tvar container = player.closest(‘.metro-video-player’);<br \/>\n\t\t\t\tvar placeholder = container.querySelector(‘.metro-video-player__up-next-placeholder’);<br \/>\n\t\t\t\tcontainer.removeChild(placeholder);<br \/>\n\t\t\t\tcontainer.classList.add(‘metro-video-player–related-videos-loaded’);<br \/>\n\t\t\t});<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>After beingtold that people weren’t so fussed about baked potatoes as ‘they weren\u2019t sexy enough and their mum made them at home’, the family started posting their food on social media to prove their spuds were worthy of customers\u2019 cash. <\/p>\n<p>In turn, Jacob, who worked in\u00a0the food exportation market soon quit his job to help, and the brothers began live-streaming days at the van to their 500 followers and posting strangely hypnotic clips of them loading up one and a half potatoes.<\/p>\n<p>It was a gamble that paid off, as today SpudBros has 4.2 million TikTok followers and another 1.5 million across YouTube and Instagram.\u00a0<\/p>\n<figure class=\"img-container shareable-item wp-caption\">\n<div class=\"img-wrap\">\n\t\t<img width=\"646\" height=\"421\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"article-image wp-image-23174072 lazyload\" alt=\"People queue for hours in Preston, Lancashire, for the chance to get their hands on one of the TheSpudBrothers delicious baked potatoes. Release date March 15 2024. Two brothers who sell jacket potatoes have become an unlikely tourist attraction and attract customers from around the world after becoming a TikTok sensation. Jacob, 28, and Harley Nelson, 21, have seen customers queuing for hours to get their hands on their famous spuds in Preston, Lancs,. after they went viral on the app. Since they started posting, people have travelled from Australia, Turkey, Spain, Germany and Amsterdam after seeing their viral TikTok videos. The siblings, whose username is @TheSpudBrothers, say 'it's hard' to say how many potatoes a day they make and serve but they often have to turn customers away.\" loading=\"lazy\" data-src=\"http:\/\/www.wigyouup.com\/wp-content\/uploads\/2025\/05\/SEI_196104775-2705-e1747837593450.jpg\">\t<\/div><figcaption>The queues fill Preston Flag Market now, but that hasn’t always been the case (Picture: Jacob Nelson \/ SWNS)<\/figcaption><\/figure>\n<p>One of their most popular videos, which has been watched over 37 million times, shows Jacob befriending an elderly couple, one of whom had <a href=\"https:\/\/metro.co.uk\/tag\/alzheimers\/\">Alzheimer\u2019s<\/a> and had just suffered a fall. <\/p>\n<p>\u2018I was just rolling with the camera. I was up to 45 minutes of footage when they walked past, and it was a real interaction,\u2019 he explains. Our grandma\u2019s got dementia as well, so we know how hard it is for the other person in the couple to deal with that. \u2018It touched us, so we offered them free potatoes for life, as we love making people’s days. <\/p>\n<p>\u2018People are missing those interactions nowadays, which I think is part of our videos\u2019 appeal.\u2019<\/p>\n<h2 class=\"wp-block-heading\"><strong>Famous followers <\/strong><\/h2>\n<p>The SpudBros brand now sells nearly 1,000 jacket potatoes every day from their two locations in Preston and London, and some of those buyers have been familiar faces – Mr Beast, <a href=\"https:\/\/metro.co.uk\/tag\/joe-jonas\/\">Joe Jonas<\/a>, and <a href=\"https:\/\/metro.co.uk\/tag\/jessie-j\/\">Jessie J<\/a> have all sampled their delights. They have a scratch map to document the countries people travel from, and it\u2019s almost complete. \u2018We want to change the American people\u2019s minds about baked beans. They just don’t get it,\u2019 laughs Jacob.<\/p>\n<p>There\u2019s always a constant queue outside their van in Presto from 11am to 8pm, and a similar situation in London\u2019s SpudBros Express that opened in Soho last year, too. <\/p>\n<p>Like rock stars, the potatoes have groupies.<\/p>\n<figure class=\"img-container shareable-item wp-caption\">\n<div class=\"img-wrap\">\n\t\t<img width=\"576\" height=\"736\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"article-image wp-image-23174350 lazyload\" alt=\"The unstoppable rise of the jacket potato - and the Preston brothers leading the revolution\" loading=\"lazy\" data-src=\"http:\/\/www.wigyouup.com\/wp-content\/uploads\/2025\/05\/SEI_252440318-240b-e1747836993271.jpg\">\t<\/div><figcaption>The brand has celebrity fans, including Joe Jonas (Picture: @thespudbrothers)<\/figcaption><\/figure>\n<p>\u2018We have one girl called Amelia, who is in her late twenties and from Sheffield. Everywhere we go, she comes,\u2019 Jacob tells us. \u2018She visits Preston at least once a week, and travels down every other week to the London store and always messages us on Instagram. She’s definitely our number one fan, so we let her make her own potato the other week. She loved it.\u2019<\/p>\n<p>The feverish support means a third store is opening in Amsterdam, and there are talks for a Las Vegas spot. There are also hopes that a reality TV show could be in their future, and home meal kits are rumoured to be on their way.<\/p>\n<p>\u2018We\u2019ve got all sorts of crazy ideas coming,\u2019 promises Jacob. \u2018We want to inspire the generation and show that with determination and passion, you can achieve anything.\u2019<\/p>\n<p>So what exactly makes their spuds so good? \u2018Our razzle dazzle,\u2019 he teases. \u2018There are over 4,000 varieties of potatoes, and we use just one, which is a secret. It\u2019s really fluffy, and it makes a nice little crispy skin. There’s so much technical stuff that you would not imagine.\u2019 <\/p>\n<h2 class=\"wp-block-heading\"><strong>Sampling the goods <\/strong><\/h2>\n<figure class=\"img-container shareable-item wp-caption\">\n<div class=\"img-wrap\">\n\t\t<img width=\"646\" height=\"633\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"article-image wp-image-23176598 lazyload\" alt=\"The unstoppable rise of the jacket potato - and the Preston brothers leading the revolution\" loading=\"lazy\" data-src=\"http:\/\/www.wigyouup.com\/wp-content\/uploads\/2025\/05\/SEI_252448606-8673-e1747836688676.jpg\">\t<\/div><figcaption>My jacket potato in all its glory (Picture: Metro)<\/figcaption><\/figure>\n<p>As someone who has a jacket potato dinner at least once per week, I feel like a good judge of whether SpudBros is worth the hype. <\/p>\n<p>On my way I spot Keira, 18, from New Zealand, walking down the street with a SpudBros brown cardboard takeaway tub and a big smile. Although she didn\u2019t fly here specifically for the potato, she was adamant it would be part of the itinerary.<\/p>\n<p>\u2018It\u2019s a vibe,\u2019 she says, adding that it was as important as seeing Big Ben. <\/p>\n<p>As I reach the Soho venue, it is packed inside the small restaurant. From women in low-rise jeans and slicked-back buns to men carrying hard hats and enthusiastic teens scrolling their phones.<\/p>\n<div class=\"factbox\" data-ico=\"factbox_article\" data-track-module=\"factbox_article\">\n<h2 class=\"factbox-title\">\n\t\t\t\tHow to make the perfect jacket potato at home\t\t\t<\/h2>\n<div class=\"factbox-content\">\n<p>‘The key to achieving the perfect potato jacket involves keeping things simple whilst exercising patience,’ <strong>says Tassy Goodall, Senior Innovation Chef at Sainsbury’s. <\/strong>‘All you need is a large floury baking potato, olive oil and salt – that\u2019s it. Pre-heat the oven up to 200\u00b0C (fan) and prick the potato with a fork, rub the surface with oil and salt generously all over. Bake for around an hour, until the skin is crispy and the middle fluffy, then add butter to the centre \u2013 it\u2019s the perfect base to add your favourite toppings.’<\/p>\n<p>If you need some topping inspiration, then Tassy has some ideas:<\/p>\n<ul class=\"wp-block-list\">\n<li>Classic and comforting baked beans and cheddar cheese -but why not shake things up and try our new <a href=\"https:\/\/eur02.safelinks.protection.outlook.com\/?url=https%3A%2F%2Fwww.sainsburys.co.uk%2Fgol-ui%2Fproduct%2Fsainsburys-giant-butter-beans-with-tomato-sauce-taste-the-difference-180g&data=05%7C02%7CJosie.Copson%40metro.co.uk%7C8e3d9f58b05649b500ab08dd8985e98a%7C0f3a4c644dc54a768d4152d85ca158a5%7C0%7C0%7C638817930440352553%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=8g93dBo7uNmlmXYQxQXcJxVvJ6xHY8suCOyKxhkqkro%3D&reserved=0\" target=\"_blank\" rel=\"noreferrer noopener\">Taste the Difference Giant Butterbeans in Tomato Sauce<\/a> . Top with crumbled feta and pink pickled onions for a Mediterranean twist.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Chicken Caesar salad – simply shred some cooked chicken and stir in a dollop of Caesar sauce , top with chopped romaine lettuce for crunch, grated parmesan cheese and a handful of croutons for texture. Add anchovies if you\u2019re feeling the full experience. <\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>We\u2019re loving Korean flavours at the moment, so try a Kim-cheese twist on a jacket by piling in grated cheddar, a spoonful of kimchi, a quick gochujang mayo (combine 1\/2tsp gochujang with 2tbsp mayo), chopped spring onion and a sprinkling of sesame seeds. <\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<p>A few people I speak to are seemingly confused by their sudden fascination and why they are now paying double figures for a jacket potato. (Prices begin at \u00a34.50 in Preston to \u00a37\u2013\u00a312 in London, depending on your toppings). <\/p>\n<p>\u2018<a href=\"https:\/\/metro.co.uk\/2022\/01\/20\/leicestershire-pupils-offered-jacket-potatoes-five-times-a-week-with-side-of-chips-or-mash-15954762\/\">When it was on the menu at school<\/a>, I wasn\u2019t that excited about it, but I\u2019ve been back here twice in two weeks,\u2019 says a perplexed Jay, 21. However, teenager and regular visitor Alice insists the spend is justified as they do the \u2018world\u2019s best jacket potato\u2019.<\/p>\n<p>Not one to waste an opportunity, I get a potato with all the toppings, with each of the four taking a different corner – baked beans, chilli con carne, tuna mayo, and rich bolognese sauce.<\/p>\n<p>Digging my wooden fork into the spud, while appreciating he boys\u2019 commitment to putting cheese first so it perfectly melts, it\u2019s clear that this is like no jacket that I\u2019d ever eaten before. <\/p>\n<p>The potatoes were just the perfect amount of soft, the garlic butter slathered on added a nice tang, and their trademark<strong> <\/strong>tram sauce, which reminds me of a spicy mayo, gave it a wickedly hot kick. There\u2019s no doubt a lot is going on with each of the flavours fighting for attention, but somehow it works. <\/p>\n<p>24 hours later, I find myself still thinking about it and craving a second round. As I look at my diary to work out when I can next get my fix, I realise that I\u2019ve just become a Spud Bros groupie too!<\/p>\n<p><em>SpudBros in Preston and SpudBros Express in London will be doing a kids eat free day today (May 30) to celebrate the International Day of the Potato. Children 12 and under can claim a kids\u2019 meal if with a purchasing adult (maximum two kids’ meals per paying adult). The offer will begin at opening and end when SpudBros have sold out.<\/em><\/p>\n<p><em>*Nurishh<\/em><\/p>\n<p class=\"has-text-align-center\"><strong>Do you have a story you\u2019d like to share? Get in touch by emailing <a href=\"mailto:Josie.Copson@metro.co.uk\" data-type=\"mailto\" data-id=\"mailto:Claie.Wilson@metro.co.uk\">Josie.Copson@metro.co.uk<\/a>\u00a0<\/strong><\/p>\n<p class=\"has-text-align-center\"><strong>Share your views in the comments below.<\/strong><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SpudBros want to make jacket potatoes ‘sexy’ (Picture: SpudBros) The humble baked potato has always been an easy, low cost meal choice – but, until recently, it’s also been considered as a bit basic. However, thanks to a heady mix of social media and a rise in jacket ‘connoisseurs’- the UK is experiencing a baked…<\/p>\n","protected":false},"author":1,"featured_media":384,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[],"_links":{"self":[{"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/posts\/382"}],"collection":[{"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/comments?post=382"}],"version-history":[{"count":3,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/posts\/382\/revisions"}],"predecessor-version":[{"id":392,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/posts\/382\/revisions\/392"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/media\/384"}],"wp:attachment":[{"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/media?parent=382"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/categories?post=382"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.wigyouup.com\/index.php\/wp-json\/wp\/v2\/tags?post=382"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}