The United Kingdom is currently experiencing a culinary phenomenon dubbed 'Spud Wars,' a surge in the popularity of baked potatoes driven by social media marketing and a new generation of entrepreneurs. This unexpected trend has seen long queues form outside food vans, a significant increase in 'spud'-related businesses, and even trademark disputes.
The humble baked potato, once considered a symbol of culinary monotony and a relic of bygone fast-food eras, has been transformed into a street food sensation. This revival is largely attributed to the innovative marketing strategies employed by key figures like 'Spudman' and the 'SpudBros.'
The Social Media Phenomenon
SpudBros, founded by siblings Jacob and Harley Nelson, originated from a converted tram carriage in Preston. They amassed a massive following of five million across platforms like TikTok, generating tens of millions of views weekly. Their strategy involves creating a constant stream of videos that engage audiences with the daily operations of their business. Jacob Nelson explained their initial challenge was making the jacket potato "sexy," a problem they addressed by leveraging social media.
Similarly, Ben Newman, known as 'Spudman,' a father of nine with a distinctive pink mohawk, has also become an internet sensation. With 5.3 million followers on TikTok, YouTube, and Instagram, Newman livestreams his entire working day, turning the simple act of preparing and serving baked potatoes into a form of performance art. He emphasizes the product's simplicity and accessibility, stating, "It’s just a jacket potato! You can get it anywhere!"
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This digital marketing playbook has been adopted by many new businesses. Companies House data shows a sharp increase in UK businesses incorporating "spud" into their names, rising from seven in 2023 to over 70 in 2025. New ventures like SpudBuds, Nae Just Spuds, Spuddies, Spud Shack, and SpudBox have emerged, with SpudBox even claiming to be the UK's first baked potato drive-thru.
A Collaborative Spirit
Despite the competitive-sounding "Spud Wars," there is a notable sense of camaraderie among these vendors. Spudman has been seen collaborating with other businesses, such as Angela McCall of Nae Just Spuds, filming joint pop-ups that are then shared online, providing significant endorsement for smaller operations. SpudBros have also been filmed inside established shops like Edinburgh's Tempting Tattie, a gesture of respect for long-standing businesses in the sector.
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Innovation Beyond Street Food
The potato's resurgence is not limited to street food. James Stirling, a young farmer from Angus, has successfully launched a line of preservative-free mashed potatoes under the Upper Dysart Larder brand. His vacuum-packed products have a 60-day shelf life and are supplied to major retailers like Aldi. His family's farm also supplies par-cooked baked potatoes to various supermarkets and farm shops.
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Stirling believes the potato never disappeared but needed new champions and convenient formats for modern consumers. His venture received financial support from the Royal Bank of Scotland, highlighting efforts to foster growth in the rural economy.
Corporate Ties and Future Prospects
Albert Bartlett, a major potato producer, has also played a role. The company previously attempted to revive the Spudulike brand but faced challenges. However, they now supply potatoes for SpudBros' promotional events and social media content, creating a mutually beneficial alliance that provides Albert Bartlett with significant free marketing.
While SpudBros are expanding into physical retail spaces, Spudman prefers to maintain his nomadic approach, rejecting million-pound franchise offers to prioritize work-life balance and support smaller vendors rather than compete with them. The current trend suggests that the potato's success lies not in the product itself, but in the imaginative and engaging way it is presented to the public.