The jacket potato, a British culinary icon, is experiencing an extraordinary revival. Google searches for “how to make the perfect jacket potato” have skyrocketed by over 5,000% across the UK in the past 30 days, reflecting a renewed obsession with this simple yet versatile dish. Meanwhile, social media is abuzz with potato fever, as the hashtag #Spudtok has amassed a staggering 180.8 million posts on TikTok, cementing the spud’s status as a cultural phenomenon.

From mashed to fried, the humble potato has long been a cornerstone of British cuisine. Yet it is the jacket potato, also known as a baked potato, that is currently stealing the spotlight. Whether served as a hearty lunch or a comforting dinner, its adaptability to countless toppings and textures has made it a fan favourite. Now, with millions turning to ovens, air fryers, and even microwaves to master the dish, food experts are stepping in to ensure home cooks avoid common pitfalls.

Mimi Morley, senior recipe development manager at HelloFresh, a leading food box delivery service, attributes the jacket potato’s resurgence to its simplicity and nostalgia. “Jacket potatoes are having their moment as a top choice for meals across the country,” she says. The data backs her up: alongside the surge in searches for the perfect jacket potato, queries like “how long do you cook a jacket potato in the oven” and “how to do a jacket potato in the air fryer” have also leapt by over 5,000% in the same period. HelloFresh’s experts have now revealed the key mistakes to avoid for that coveted crisp skin and fluffy interior.

• Preparation is key. Morley stresses the importance of not skipping the basics. Start by rinsing the potato under cold water, scrubbing with a brush or hands to remove dirt. Then, dry it thoroughly with a towel. “This is the trick to getting an extra crispy skin,” she explains. A damp potato risks steaming rather than roasting, undermining the texture that defines a great jacket potato.
• Piercing prevents explosions. Another critical step is pricking the skin. Using a fork or knife, poke the potato several times, ensuring each puncture reaches a few centimetres deep. “Lay the potato flat on a surface to avoid any accidents,” Morley advises. This allows steam to escape during cooking, preventing the spud from bursting and ensuring even cooking throughout.
• Season simply. When it comes to seasoning, less is more. “Lather the skin in a drizzle of olive oil and sprinkle it with salt flakes,” Morley recommends. Overcomplicating the flavours risks overshadowing the toppings, whether it’s classic cheese and beans or something more adventurous. The goal is a balanced base that lets the fillings shine.
• Skip the foil. A common error, according to the experts, is wrapping the potato in tin foil. While this might seem like a shortcut to even cooking, it traps moisture and steam, resulting in a soggy skin. Instead, place the potato directly on an oven tray, or in an air fryer or microwave, to achieve that golden, crisp exterior.
• The winning method. For the ultimate jacket potato, HelloFresh suggests a hybrid approach: start in the microwave to lock in moisture, then finish in an oven or air fryer for a crispy finish. “This ensures the soft, fluffy insides stay hydrated, while the skin turns crisp thanks to the fan circulating hot air,” Morley says. The method has gained traction online, with air fryer recipes particularly popular among #Spudtok enthusiasts.

As Britain rediscovers its love for the jacket potato, this starchy staple is proving it’s more than a side dish. With expert tips and a social media spotlight, the spud’s comeback shows no signs of slowing down.