Aldi just dropped a baked potato puffer

Spud Chic?

Aldi is leaning into autumn rituals with a campaign that turns one of its staple comfort foods into a wearable.

The supermarket has launched the Jacket Potato Jacket – a limited-edition puffer made in collaboration with London fashion house Agro Studio, known for creating looks for Beyoncé and Lady Gaga.

The campaign centres on what Aldi calls “comfort-food chic,” with the jacket designed to resemble the crispy skin and fluffy interior of a baked potato.

Built for cooler weather, the oversized puffer features a brown, baked-texture shell and a fleece lining.

The launch is backed by survey data: 85% of Brits say cold weather is the worst part of autumn, while 40% consider October the official start of jacket potato season. Aldi expects to sell more than 2 million Ready Baked Jacket Potatoes over October and November.

The jacket is not available for purchase but will be given away through Aldi’s social media channels, with shoppers asked to follow, like and tag friends on TikTok, Instagram and Facebook for a chance to win.

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “We know our customers love jacket potatoes, so launching this jacket made sense… Enjoying a jacket potato in Aldi’s new Jacket Potato Jacket is sure to be a mash made in heaven.”

Fashion Retail