EG On The Move is expanding its partnership with TikTok sensation SpudBros to bring the brand’s viral loaded jacket potatoes to 30 more service stations in the UK.
It follows two pilot SpudBros Express openings in Blackburn and Wakefield last year, as the forecourt operator sought to broaden its impulse food offer.
The companies have now committed to launching the concept in 30 locations over the next three years, with 15 planned for 2026, marking SpudBros’ first dedicated foray into forecourt retail.
SpudBros Express’ compact kitchens, which are built into EG On The Move’s sites in partnership with food tech company Taster, offers a range of flavours.
These include the brand’s Classic – which is loaded with garlic butter, a signature three-cheese mix, beans, and crispy onions – as well as other toppings such as chilli con carne, tuna coleslaw and bolognese. It also has a new breakfast menu and a build-your-own option.
SpudBros originally opened in 1955 as a hot potato cart on Preston’s Flag Market. Decades later, brothers Jacob and Harley Nelson transformed the family tradition into one of the UK’s most recognisable food brands.
It now has more than 4.8 million followers on TikTok and has attracted celebrity fans including Will Smith, Joe Jonas, Liam Neeson and Alex Warren.
“We are delighted to expand our partnership with Taster and bring SpudBros Express to more of our roadside locations,” said EG On The Move CEO Zuber Issa.
“The concept brings something fresh and exciting to our forecourts, combining quality, speed and strong customer appeal,” he added. “The results from Blackburn and Wakefield are encouraging, and we look forward to making this offering available to customers across our wider network.”
SpudBros co-founder Jacob Nelson said: “Partnering with EG On The Move through Taster is a huge moment for us.
“Our goal has always been to take SpudBros beyond the queues around the block and into people’s everyday lives. The forecourt format does exactly that, putting the world-famous spuds within reach of millions of customers who are already on the road. I’m confident this is just the beginning of something much bigger.”
Taster CEO Bertrand Peyrat said: “Our ambition at Taster is simple: to build food brands people genuinely love and make them accessible wherever they are. SpudBros Express is a perfect example: a great product, a strong identity, and now a format that fits seamlessly into everyday life.
“The early results in Blackburn and Wakefield speak for themselves. With EG On The Move, we have the right strategic foodservice partner to scale this experience across the UK and reach customers in moments that really matter to them.”
The new partnership comes as EG On The Move recently acquired forecourt operator MPK Garages. The transaction involved the acquisition of MPK Garages’s portfolio of 27 sites, which takes EG On The Move’s estate towards 200 forecourts.
MPK Garages works with fuel brands Valero, Texaco, and Gulf, alongside a Nisa-branded retail offer. The transaction completed earlier this month.
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