Ben Newman, known as Spud Man, has turned a traditional British staple into a social media sensation with his jacket potatoes, drawing customers from across the country to his food trailer in St Editha’s Square, Tamworth. Sporting a distinctive pink mohawk, Newman has amassed over four million followers on TikTok, where he showcases his approach to preparing and topping jacket potatoes.

Newman recently released his second cookbook, *Spud Man’s Spuds for all Seasons*, featuring 40 recipes designed for occasions such as Bonfire Night and Christmas. The new collection follows his first book, *Spud Man’s Spudtacular Baked Potato Cookbook*, which became a top 10 bestseller in the UK. While traditional toppings like curry, chili, and the classic cheese and beans remain popular among his customers, Newman notes that his nine children particularly enjoy a “pizza topping” recipe that includes pepperoni, mozzarella, and vegetables.

Citing a personal connection to potatoes, Newman highlights a family legacy that spans four generations in the business. His grandfather Bernard was a market gardener in Bedfordshire who grew potatoes, and his father worked as a potato merchant supplying farms to food businesses. Newman himself took over the potato wagon pitch in St Editha’s Square at age 17 after the previous operator retired, initially unsure of his own career path.

Despite serving jacket potatoes for more than 20 years, Newman credits social media with significantly boosting his success. He acknowledges that while he is not reinventing the wheel, platforms like TikTok have helped maintain his business amid a decline in the number of food vendors in the square. Newman recalls a time when the area was bustling with bakers, butchers, fruit and vegetable sellers, and fishmongers, creating an active market atmosphere. Over the years, that vibrant street market has diminished, partly due to shifts in consumer behavior toward ready meals and online food purchases.

Newman enjoys the social interaction his work brings but stresses that without TikTok, his business might not have survived. His ability to merge traditional food with modern marketing has allowed him to cultivate a loyal following and keep the appeal of the humble jacket potato alive in a changing food landscape.