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.
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