How the humble jacket potato became Britain's viral food sensation

The humble jacket potato is making headlines again, decades after it became a school dinner staple. Once a simple canteen favourite in 1980s Manchester, it now draws long queues and millions of online fans. A recent New York Times article even called it a British obsession worth waiting hours for. In the 1980s, jacket potatoes were a regular sight in Manchester school canteens. Served with beans and grated cheese, they were a filling, low-cost meal for students. Fast forward to today, and the dish has taken on a new life.

Food vans like Spud Bros in Preston now attract crowds willing to wait between two and six hours for a loaded jacket potato. Their popularity has even led to an expansion into London's Soho. Meanwhile, Spudman, a Tamworth-based seller, has gone viral on TikTok with over four million followers. One of their videos alone has racked up more than 115 million views. The dish's simplicity has sparked curiosity abroad. The *New York Times* described jacket potatoes as 'lumpen, old-fashioned and outwardly unexciting' to American audiences. Chef Victor Garvey contrasted them with the US version, calling American baked potatoes 'pretty one-dimensional'—usually just topped with butter or sour cream. British chefs, however, embrace creativity. Paul Ainsworth enjoys barbecued jacket potatoes loaded with leftovers like bolognese, chilli, or Cheddar cheese.

From school canteens to social media fame, the jacket potato has evolved into a cultural talking point. Long queues and viral videos prove its enduring appeal. The dish's mix of nostalgia and adaptability keeps it firmly on British menus—and now, in international spotlights.