Why Jacket Potatoes Are Going Viral Worldwide Now - How the UK's "Plain Food" Became a Star on Social Media

Once, jacket potatoes held a position in the UK as a food that people "didn't dislike, but wouldn't go out of their way to eat." They served as a safe lunch choice at cafes or a quick snack at home, playing a somewhat modest role. However, now, that image is changing significantly. In both London and regional cities, jacket potatoes have once again become foods people "go to see," "take photos of," and "line up for." Moreover, this enthusiasm isn't just a local UK trend; it has spread overseas, including to the United States, starting from TikTok, and is even beginning to change how British cuisine is perceived.

A symbol of this revival is SpudBros from Preston. Once a family-run potato shop that struggled to attract a young clientele, they changed their entire approach to selling. By continuously sharing short videos of their interactions at the shopfront, heaps of toppings, steaming hot potatoes, and friendly exchanges with customers, they went viral on TikTok. By 2024, they had amassed millions of followers and an enormous number of views, reaching around 5 million followers on TikTok by early 2026. Queues form from early morning, and customers come from far and wide, even from overseas. Jacket potatoes have transformed into foods consumed not just for their taste but for the "energy of the experience."

What's intriguing is that this boom can't be explained by mere "visual appeal." The current popularity of jacket potatoes offers reassurance in an era of high prices. Potatoes are relatively affordable and provide a high level of satisfaction as a dish. They can be satisfying with just cheese and beans, or become a main meal with toppings like chili con carne, tuna mayo, or garlic chicken. Waitrose revealed that by the end of 2025, sales of larger potatoes had increased by one-third compared to the same period the previous year, and searches for "jacket potato" had increased by 178%. The trend in food is shifting from "lightness" and "restraint" back to dietary fiber, satisfaction, and the essence of ingredients, which is also a tailwind for this trend.

Furthermore, this dish is well-suited to the age of social media. The visual core is the steam rising from the cracked skin, the sheen of butter, the melting cheese, and the generously applied toppings. While the ingredients are humble, the presentation can be dramatic. Moreover, the high degree of freedom in toppings makes it easy for individuals to talk about "their own dish." From the traditional cheese and beans beloved in the UK to tuna mayo, chili, butter-laden options, or unique creations by shops, there are endless conversation starters. On social media, the ease of participation in "what would you put on yours?" continues to generate posts and comments.

The interesting aspect is that the reactions differ slightly in quality between the UK and overseas. In the UK, there's a strong sense of nostalgia and reevaluation with comments like "I've been eating this since forever" and "In the end, this is the best." On the other hand, on overseas social media, particularly in the US, jacket potatoes have been received as "unexpected British cuisine." Eater reported in 2024 that British home cooking was gaining support on TikTok, with American creators going so far as to seek out Heinz beans to recreate jacket potatoes. For overseas users, it's not just a baked potato but a menu that allows them to experience "Britishness" in its entirety.

The symbol of this might be the debate over whether "tuna mayo and beans are acceptable." While it's a staple in the UK, from an overseas perspective, it's a surprising combination, and humorous rejection reactions have often become a topic on social media. However, it's precisely these debates that fuel the spread. A survey released by Subway in 2025 showed that 57% of Britons said "tuna and beans should not be put on the same potato," and 23% reported having heated discussions with family or friends about the perfect jacket potato. Furthermore, younger generations tend to be more inclined to "judge" topping choices. Jacket potatoes are not just a dish but also a light expression of identity.

This trend isn't just a passing fad because not only individual shops but also major companies are getting involved. Subway has rolled out jacket potatoes across all its stores in the UK and Ireland, explaining that the response during the trial introduction and the excitement on social media supported the official launch. In the US, by the end of 2025, restaurants and businesses treating baked potatoes as "the main dish, not a side" were introduced, with derivative menus featuring locally inspired toppings. Jacket potatoes are being reevaluated not just as a revival of old British cuisine but as a format that satisfies the current dining demands for "customization," "satisfaction," and "storytelling" all in one dish.

Another aspect that cannot be overlooked is the reevaluation of British cuisine itself. For a long time, British food was mocked as bland, brown, and plain. However, on TikTok, this "plainness" is being reinterpreted as reliability and homely charm. As Eater pointed out, dishes like Sunday roasts, cheese toasties, and jacket potatoes are affordable, easy to recreate, and possess the power to be desired on cold days or when feeling tired. The resurgence of jacket potatoes is not just about the popularity of potatoes but also an event where British home cooking is beginning to reach the world as "understandable, fulfilling, and shareable food."

In retrospect, the value of jacket potatoes used to lie in being "safe." But now, it's different. While a simple dish, it embraces affordability, playfulness, regionality, nostalgia, and even debate. Inside the skin, it's not just a potato. What people now seek in food—reassurance, freedom, conversation starters, and a bit of excitement—is all packed in there. The buzz around jacket potatoes isn't because an outdated dish has rejuvenated. Rather, it's because the times have finally caught up with the strength of this food.

Source URL

1. The New York Times
   https://www.nytimes.com/2026/03/20/dining/jacket-potatoes-uk-food-trend-social-media.html
2. An article supporting the overall picture of the jacket potato revival, the expansion of SpudBros, historical background, and the topicality of Waitrose and social media
   https://www.theguardian.com/food/2026/jan/22/jacket-potatoes-sexy-again-humble-spud-became-fast-food-sensation
3. An article confirming the background of TikTok creating queues and attracting overseas customers, and the spreading power of SpudBros and Spudman
   https://www.theguardian.com/technology/2024/sep/14/jacket-potato-tiktok-baked-potato-revival-preston-spud-bros
4. An official announcement confirming the habits of Britons with jacket potatoes, topping debates, reactions from younger generations, and Subway's nationwide rollout
   https://emea.newsroom.subway.com/Press-Releases?item=122611
5. A report confirming the increase in sales of large potatoes at Waitrose, the increase in search numbers, the context of avoiding UPFs, and the "return to carbohydrates"
   https://news.stv.tv/world/sales-of-jacket-potatoes-and-butter-soar-as-waitrose-costumers-shun-upfs
6. An article confirming the trend of British cuisine being reevaluated on TikTok and American creators recreating jacket potatoes
   https://www.eater.com/24056227/british-food-tiktok-popularity-sunday-roasts-jacket-potatoes
7. An article confirming the trend of baked potatoes becoming the main dish in the US and the spread originating from social media figures like Nara Smith
   https://www.inquirer.com/food/baked-potato-wine-dive-modspuds-trend-20251230.html