The Great Spud Revival: How Social Media Transformed the Humble Baked Potato
Viral marketing campaigns and entrepreneurial spirit have turned the baked potato from a culinary relic into a street food sensation, sparking a new wave of businesses and even trademark disputes.
The humble baked potato, once relegated to the dusty corners of shopping mall food courts, is experiencing an unlikely resurgence, becoming the rock star of the street food circuit. This transformation, fueled by viral social media campaigns and a new generation of entrepreneurs, has led to a boom in businesses centered around the dish, a phenomenon dubbed "Spud Wars" by some.
Once symbols of culinary monotony, baked potatoes are now driving a surge in new food ventures. Data from Companies House reveals a significant increase in businesses incorporating "spud" into their names: seven were registered in 2023, jumping to over 40 in 2024 and exceeding 70 in 2025. New ventures like SpudBuds, Nae Just Spuds, Spuddies, and Spud Shack have emerged, with SpudBox even claiming to be the UK's first baked potato drive-thru.
Driving this renaissance are two prominent figures: "Spudman" (Ben Newman) and "SpudBros" (siblings Jacob and Harley Nelson). These entrepreneurs have masterfully leveraged social media platforms like TikTok, Instagram, and YouTube to build massive followings, drawing millions of views weekly. SpudBros, operating from a converted tram carriage, transformed their business by focusing on making the baked potato "sexy" through online engagement. Similarly, Spudman, a father of nine known for his pink Mohawk and kidney condition, livestreams his entire workday, turning the simple act of serving baked potatoes into a form of digital theater.
Newman, operating as Spudman, has garnered over 5.3 million followers across various platforms. He actively leans into the simplicity of his product, telling viewers, "It's just a jacket potato! You can get it anywhere!" He emphasizes delivering a good spud with good service at a reasonable price, managing expectations and avoiding claims of haute cuisine. His approach, along with that of SpudBros, has inspired dozens of other vendors who employ similar social media strategies.
This new era of baked potatoes is also characterized by a sense of community among vendors, a stark contrast to the cut-throat nature of traditional fast-food chains. Spudman has collaborated with other spud businesses, such as Angela McCall of Nae Just Spuds, filming joint pop-ups that are then shared on TikTok, providing significant endorsements for smaller businesses. SpudBros have also visited and praised established eateries like Edinburgh's Tempting Tattie, showcasing a collective effort to elevate the profile of the baked potato.
Beyond street vendors, the potato's revival is also evident in product innovation. Gen Z farmer James Stirling of Upper Dysart Larder has launched a successful line of preservative-free mashed potatoes, supplied to major retailers like Aldi. His company also provides par-cooked baked potatoes to various stores. Stirling attributes the revival to the need for convenience in modern life, stating that the potato "just needed new champions" to adapt classic comfort food for contemporary consumers. His venture received financial support from the Royal Bank of Scotland to foster growth in the rural economy.
Albert Bartlett, a potato giant that previously attempted to revive the Spudulike chain without success, has now formed a symbiotic relationship with SpudBros. The company supplies potatoes for the brothers' events and pop-ups, which generate significant publicity and queues, feeding the social media frenzy. This partnership provides SpudBros with corporate backing while offering Albert Bartlett extensive free marketing for its products.
This surge has not been without its disputes. Trademark battles are emerging, such as a Portsmouth trader abandoning the name "Spud Father" after SpudBros claimed it infringed on their brand. Despite lucrative franchise offers, Spudman has prioritized work-life balance and supporting smaller vendors over rapid expansion, emphasizing a desire to "build up the industry and support the little guy."
The baked potato's journey from a mall staple to a social media sensation underscores a broader trend: the enduring appeal of familiar foods when presented with imagination and digital savvy. The nation's affection for potatoes remains, but the demand in the internet age is for novelty and engaging storytelling. 
