YouTube sensations the Sidemen have launched their ice cream range into national foodservice giant Brakes.
The Sidemen, who have more than 22 million followers on the video streaming platform, have developed the ice cream range with manufacturer Beechdean, with the products manufactured at Beechdean’s facility in Cheshire.
The range was originally developed for the collective’s Sides restaurants and includes flavours such as Marshmallow Cake; Chocolate Brownie Fudge Cake; American Style Cookie; Cookies & Cream Cookie; Chocolate & Vanilla Cone; and Stracciatella Stick.
“The Sidemen are currently one of the hottest tickets in town and we’re delighted to be able to give the out-of-home sector the opportunity to get their hands on what is sure to be an immediate hit,” said Paul Nieduszynski, CEO of Brakes owner Sysco GB.
“We’re confident that our customers are going to love the range of flavours, all backed by the on-trend Sides brand.”
Andrew Howard, Beechdean co-founder and MD Andrew Howard said: “The demand for Sides ice cream has been off the charts. With the Sidemen leading the charge, we’ve seen an energy and excitement around the brand that is unmatched in the UK market.
”This new range of impulse products will help us meet that demand and deliver even more delicious options for ice cream lovers.”
Sides food director Gordon McDermott added: ”We’ve been overwhelmed by the reaction to Sides ice cream in our restaurants, where fans were buying tubs by the dozen and taking them home to enjoy, and now we’ve seen retail take off with similar gusto. This range expansion is the next step in bringing our unique ice creams to the public, and we can’t wait to see it become a household favourite.”
“Beechdean has been amazing. Only they could keep up with the staggering demand of our fans. You can’t buy Marshmallow Cake ice cream anywhere else, and we can’t wait to watch this brand grow and match the success we’ve seen with our other brands.”
The Sidemen have previously looked to grow their range in grocery, having initially launched the Side range exclusively in Iceland in June 2024. That range consisted of 15 products including sauces, chicken wings, BBQ ribs and a selection of side dishes including onion rings and cheese bites, inspired by dishes from the restaurant chain.
Iceland also began stocking the ice cream range in February this year. Before that in January, the Sidemen’s Best Cereal teamed up with Netflix to launch a limited-edition variant themed around the release of Squid Game 2 into Morrisons.
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