Jacket Potatoes Could Be Primed to Cross the Pond

Jacket potatoes, the viral U.K. take on loaded baked potatoes, scored higher with U.S. consumers than the other new, viral foods and beverages tested with consumers for Datassential’s most-recently released Social Media Sensations report.

Jacket potatoes are baked potatoes topped with nearly any variety of ingredients, but in the U.K., toppings range from doner kebab (seasoned meat prepared on a vertical rotisserie) to baked beans to flavored butters and more. The concept scored an 89 on the consumer interest index featured in the report, and 39% of U.S. consumers say they’re interested in trying it.

The concept also has punched above its weight online, drawing over 3.6 million public social media engagements, according to Datassential’s Social Listening platform.

British street stall vendors Ben Newman, known as “Spudman,” and brothers Jacob and Harley Nelson, the “Spud Bros,” are the creators most credited with popularizing jacket potatoes on social media with their potato-loading videos. They draw hour-plus queues outside their stalls in Tamworth and Preston in the U.K.

Notably, Subway U.K. is capitalizing on the rise of jacket potatoes on social media, too, with their Spudway lineup featuring flavors like tuna mayo and cheese; cheese and beans; and spicy Italian and cheese.

Comparing jacket potatoes to familiar loaded baked potatoes could potentially help increase their appeal stateside, as 81% of U.S. consumers love or like loaded baked potatoes, according to Datassential’s Consumer Preferences platform.