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The Guardian - Life & Style • Jan. 22, 2026, 8:23 a.m.
‘We want to make jacket potatoes sexy again!’: how the humble spud became a fast food sensation
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After Spudulike closed in 2024, the reign of the jacket potato seemed over in the UK. But now the favourite is back, piled with new toppings, sold by new companies and promoted all over social media by potato influencers They were once a lunch option that inspired little excitement – but the jacket potato’s time has finally come.
After decades in epicurean exile, the humble spud has made a roaring comeback in the UK and piqued the interest of foodies across the world. A-listers, tourists and trend-hopping teenagers are queueing for hours to get their hands on them.
For Jacob Nelson, who sells loaded spuds that have gone super-viral on social media, this was all part of the plan. “We thought: how can we make the jacket potato sexy again?” he says.
After decades in epicurean exile, the humble spud has made a roaring comeback in the UK and piqued the interest of foodies across the world. A-listers, tourists and trend-hopping teenagers are queueing for hours to get their hands on them.
For Jacob Nelson, who sells loaded spuds that have gone super-viral on social media, this was all part of the plan. “We thought: how can we make the jacket potato sexy again?” he says.
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