First vinyl records made a comeback, then baggy jeans. Now Britain’s most nostalgic comfort food is enjoying a revival, as a TikTok-famous jacket potato business plots a nationwide expansion.
SpudBros, the family-run baked potato brand founded in Preston, is preparing to roll out across the UK after striking a partnership with EG On The Move, the roadside retail group led by Zuber Issa.
The move comes more than five years after the collapse of Spudulike, once a familiar fixture on British high streets, and signals 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 they took over an old hot potato cart in Preston, Lancashire. During the pandemic, they turned to social media, particularly TikTok, to build a loyal following, using short-form videos to showcase oversized baked potatoes loaded with toppings such as garlic butter, cheese, beans, chilli con carne, tuna coleslaw and bolognese sauce.
That online popularity 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 forecourts across the UK. SpudBros Express outlets 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 early launches were just the start. “I am confident Blackburn and Wakefield are just the beginning of a much bigger journey with EG On The Move,” he said.
Salim Hasan, chief operating officer at EG On The Move, said the group expected the partnership to become a long-term fixture at its roadside sites. “Working alongside the SpudBros Express leadership and brand team, we anticipate the opening of these two trial stores will 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 franchising opportunities. EG On The Move already operates more than 200 food and drink concessions nationwide, with partners including Starbucks, Subway and Greggs.
The return of jacket potatoes to prominence marks a sharp contrast with the fate of Spudulike, which closed its remaining 37 UK branches in 2019 after struggling with falling high street footfall and rising costs. Its demise came during a period when several casual dining chains, including Carluccio’s and Ed’s Easy Diner, also shut sites, although some brands, such as Jamie’s Italian, are now attempting comebacks of their own.
For SpudBros, the combination of social media clout, comfort food nostalgia and high-footfall roadside locations could prove a powerful mix. If the EG On The Move trials succeed, the humble jacket potato may once again become a staple of Britain’s eating habits – this time driven by Gen Z rather than office lunch breaks.
