Family-run jacket potato business with millions of followers and celebrity fans expands into Boston area

SpudBros opened an Express store at The Quadrant, in Wyberton, on Tuesday (June 9).

The business has grown from a family tradition dating back to 1955, when it took the form of a hot potato cart on Preston’s Flag Market. Decades later, with the assistance of social media, brothers Jacob and Harley Nelson transformed it into one of the UK’s most recognisable food brands.

Today, they have more than five million TikTok followers, 1.49 million YouTube subscribers, and 1.2 million Instagram followers, plus celebrity fans including Will Smith, Joe Jonas, Liam Neeson and Alex Warren.

The opening forms part of a plan to roll out 30 new roadside locations across petrol forecourts over the next three years.

It has taken place in partnership with European foodtech company Taster and petrol station operator EG On The Move.

To mark the opening, SpudBros gave away a free spud to the first 100 customers. The first person in the queue had been there since 1.30am, ten-and-a-half hours earlier. They were treated to a one-minute EG On The Move trolley dash.

The business also arranged with EG On The Move to provide discounted fuel prices for the launch, as an apology for pronouncing Wyberton as ‘Why-berton’ ahead of the event.

The new site is the business’ ninth store in the UK.

It will be open seven days a week, from 11am-9pm Sunday-Thursday, and 11am-10pm Friday and Saturday.

The SpudBros Express concept has been designed to ‘deliver freshly prepared, fully loaded jacket potatoes in minutes, without compromising on quality, flavour or portion size’, the business says.

“We’re really excited to be opening in Wyberton and bringing SpudBros Express to Lincolnshire,” said Jacob Nelson ahead of the launch. “The support we’ve had from communities across the UK has been incredible and we can’t wait to welcome the people of Lincolnshire through the doors.”

Bertrand Peyrat, chief executive officer of Taster, said: “SpudBros has built a loyal following by combining a simple, high-quality product with a genuine connection to its audience.

“Wyberton is another important milestone in our national expansion strategy with EG On The Move, helping us bring the brand to more communities across the UK. Together, we’re creating a modern roadside food experience that delivers quality, convenience and consistency for customers wherever they’re travelling.”

Zuber Issa, chief executive officer of EG On The Move, said: “We’re pleased to continue the rollout of SpudBros Express with this latest opening in Wyberton. The partnership has already proven incredibly popular with customers, and we’re seeing growing demand for freshly prepared, high-quality food across our roadside locations.

“This new site further strengthens our foodservice offering in Lincolnshire and reinforces our commitment to providing customers with great choice and convenience on the move.”