The humble jacket potato is having a serious revival. Once seen as a safe but slightly boring menu option, baked potatoes are now firmly back in the spotlight across the UK. Searches for jacket potatoes in the UK have increased by nearly 200 percent, highlighting just how strong the current jacket potato trend has become.
A big part of this renewed interest comes down to high profile street food traders who have turned the spud into a social media star. If you have noticed longer queues at jacket potato vans or more cafés adding them back onto menus, you are not imagining it.
The social media effect
Much of the surge in popularity can be traced to viral food traders such as Spudman and Spud Bros. Their videos regularly attract millions of views by doing something very simple exceptionally well.
Perfectly crisp skins, split open and fluffed up, finished with generous toppings. This style of content works brilliantly on platforms like TikTok and Instagram, and it has directly influenced what people are searching for and buying in real life.
It is no longer just entertainment. Viewers actively seek out jacket potatoes after watching these videos, which explains why so many people are now asking why jacket potatoes are popular again.
During a recent visit to Spud Man, it was clear just how strong demand for jacket potatoes has become, with long queues and constant service throughout the day.
Comfort food that makes sense
Jacket potatoes align perfectly with current food trends. Customers want meals that are filling, affordable and familiar. A well cooked jacket potato delivers all three.
There is also a strong sense of nostalgia attached to jacket potatoes. For many people, they are linked to school lunches, cafés or family meals. That familiarity makes them an easy choice when deciding what to eat, especially during colder months when comfort food is in high demand.
A versatile option for food businesses
From a catering point of view, jacket potatoes are incredibly flexible. They suit a wide range of dietary requirements and work well for high volume service. Vegetarian, vegan and gluten free options are easy to offer without complicated menu changes.
This versatility is one of the reasons jacket potatoes are appearing more frequently at street food events, markets, cafés and takeaway counters. They can be offered as a simple classic or upgraded into a fully loaded premium option.
The importance of proper cooking equipment
One thing that separates an average jacket potato from a great one is consistency. Customers now expect a crisp skin, fluffy interior and a potato that is properly hot all the way through. Achieving that reliably, especially during busy service periods, comes down to using the right equipment.
Specialist jacket potato ovens are designed to cook potatoes evenly, hold them at temperature and cope with continuous service without compromising quality.
As suppliers of King Edward jacket potato ovens, we see first hand how demand has grown. More food businesses are investing in dedicated potato ovens as jacket potatoes move from a secondary menu item to a main attraction.
Why jacket potatoes are here to stay
This resurgence is not a short lived trend. Jacket potatoes answer many current customer needs, from value and comfort to speed and flexibility. With social media continuing to drive interest and searches for jacket potatoes remaining high, the baked potato has firmly re-established itself as a modern menu staple in the UK.
For food businesses, this presents a genuine opportunity. Done well, jacket potatoes can be one of the most profitable and popular items on a menu. For customers, it means enjoying a classic done properly.
The jacket potato is no longer an afterthought. It is back, and it is here to stay.
FAQs
Why are jacket potatoes popular again?
Jacket potatoes are popular again due to social media exposure, rising food costs and demand for filling, affordable comfort food in the UK.
Are jacket potatoes healthy?
Jacket potatoes are naturally low in fat and can be a healthy option depending on toppings and portion size.
Why are jacket potatoes popular on TikTok?
Short videos showing crisp skins, fluffy centres and generous toppings perform well on TikTok, driving renewed interest in jacket potatoes.
Are jacket potatoes good for street food businesses?
Jacket potatoes are ideal for street food as they are quick to serve, easy to customise and suitable for high volume service.
