Fresh starch: how TikTok helped spark a baked potato revival in the UK

Customers are coming to Preston’s Spud Bros from as far away as Australia thanks to a revival of the humble jacket potato on social media

The humble baked potato is enjoying a renaissance, with TikTok algorithms bringing the stuffed spud to new audiences and transforming this once-tired classic into the lunch of the moment.

Young potato sellers are breathing new life into the traditional British meal, with modern twists on favourite toppings.