- Brits are saying goodbye to carb guilt, with nearly eight in 10 believing carbs belong in a healthy diet
- Potatoes crowned the nation's favourite carb as consumers reject outdated diet myths
- Potato-based meals now make up more than a third of HelloFresh orders
Potatoes are enjoying a resurgence across Britain’s dinner tables as consumers ditch food guilt over carbohydrates, according to new data.
For much of the 2000s, carbohydrates found themselves in the firing line, as low-carb diets, celebrity weight-loss trends and mantras like "No-carbs-before-Marbs"* convinced many Brits that they were something to avoid as part of a healthy lifestyle.
However, new data from HelloFresh shows potatoes are back on the menu, with potato-based recipes now accounting for more than a third (34 per cent) of all meals ordered.
To keep up with demand, HelloFresh has increased the proportion of recipes featuring potatoes from 17 per cent of menu options in 2024 to 27 per cent in 2026.
Potatoes have become a favourite of health and fitness experts advising clients and followers on how to eat a well-balanced diet. They score very highly on the satiety index – a rating of how full foods make you feel vs their calorie content – thanks to their high fibre content.
Today, nearly eight in 10 (79 per cent) consumers believe carbohydrates are an important part of a balanced diet, while more than half (57 per cent) think carbs were unfairly demonised in the past, with more than half (52 per cent) believing potatoes can support weight management.
The enduring appeal is easy to understand: consumers cite versatility (27 per cent) and ease of cooking (24 per cent) as top reasons they keep returning to potatoes.
Far from being reserved for Sunday roasts, potatoes have become a regular fixture on British plates, with around four in five people tucking into them at least two to three times a week. HelloFresh data reflects the nation's continued love of the humble spud, with potato-based recipes accounting for around one in every three (31 per cent) meal orders in the UK.
"The low-carb craze had its moment, but it seems Brits are falling back in love with carbs, and potatoes are leading the charge,” said Mimi Morley, Senior Recipe Development Manager at HelloFresh UK. “People want meals that leave them feeling satisfied, not hungry an hour later, and potatoes have always delivered on that front.
"We're seeing customers embrace everything from comforting classics to flavour-packed burgers and wedges. The humble potato has become a real mealtime hero again, and it's clear the nation's appetite for it isn't slowing down anytime soon."
This year, HelloFresh expanded its recipe offering to over 100 options per week, and added 75 new ingredients to the menu. More premium ingredients, such as steak and salmon, have also joined the core menu, which means customers aren’t paying an additional fee for these recipes.
Richard Glennan, Director Branded Sales at Fairfields Farm Produce Co, said: "The potato has never really gone away, but it's definitely enjoying a moment. Consumers are rediscovering just how versatile, affordable and satisfying British potatoes can be, whether they're making comforting family favourites or trying something new."
"We've seen demand continue to grow year after year, and working with HelloFresh has helped us get more British-grown potatoes onto dinner tables across the country. It's clear the nation's love affair with the humble spud is alive and well."
Fairfields Farm, which has supplied potatoes to HelloFresh since 2022, has seen demand grow considerably, with volumes increasing by 30 per cent in 2024 and a further 108 per cent in 2026.
*Marbella