Jacket Potatoes Return to UK Roads as SpudBros Strikes Nationwide Expansion Deal with EG On The Move

The jacket potato is experiencing a significant revival in the United Kingdom as SpudBros, a family-operated business, announces a major expansion deal with EG On The Move. Founded in 2020 by brothers Jacob and Harley Nelson, SpudBros began with a single hot potato cart in Preston, Lancashire. Through strategic use of TikTok and other social media platforms, the Nelsons cultivated a loyal customer base, successfully navigating the challenges brought on by pandemic restrictions.

SpudBros has since expanded into London, Liverpool, and Sheffield, earning widespread recognition among younger consumers and notable endorsements from celebrities such as Will Smith, Joe Jonas, Liam Neeson, and YouTube personality MrBeast. The menu focuses on traditional jacket potatoes with a range of toppings, from garlic butter and cheese to chilli con carne and tuna coleslaw.

The company’s recent agreement marks a pivotal step in its growth strategy. EG On The Move, managed by Zuber Issa, has introduced SpudBros Express outlets at its petrol forecourts in Blackburn and Wakefield as the initial phase of a nationwide partnership. The two firms will now assess the potential for a broader rollout across EG’s 160 service locations throughout the country.

This partnership follows SpudBros’ collaboration with Taster, a brand development specialist, to enhance online presence and explore franchising. EG On The Move already operates concessions for established brands such as Starbucks, Subway, and Greggs, positioning SpudBros alongside industry leaders in the roadside food sector.

The resurgence of interest in jacket potatoes arrives after the collapse of Spudulike, the previous high street leader in the category, which closed its last 37 branches in 2019 amidst declining footfall and rising costs. Restaurants such as Carluccio’s, Ed’s Easy Diner, and Jamie’s Italian also shuttered stores during this period, reflecting broader challenges within the sector.

Jacob Nelson has expressed optimism about the EG On The Move collaboration, stating that the Blackburn and Wakefield openings are likely the start of a substantial journey for the brand nationwide. The venture underscores growing consumer demand for quick, hearty meals that marry convenience with a nostalgic British staple.