Cereal brand Best, which has been created by British YouTube collective The Sidemen, has made its retail debut exclusively in Tesco as influencer-led brands continue to flourish.
The HFSS-compliant products were developed by cereal manufacturer Mornflake and are available in flavours Choco Crunch and Caramel Gold.
Both variants are made with a combination of wheat and oat puffs with added minerals and vitamins B12, D and E.
The cereal, which is priced at £2 for a 375g box, is also a source of fibre and low in fat, salt and sugar, with one bowl containing just over 100 calories.
Best will be donating a significant proportion of its profits directly to Magic Breakfast, a charity working to ensure children have access to a filling breakfast every day.
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The Sidemen member Joshua Bradley, known online as Zerkaa, said: “Best is looking to bring everything the Sidemen is and does into the best possible breakfast product we can create.
“The partnership with Magic Breakfast is really important to all of The Sidemen as it means we’ll be helping kids who don’t always get a breakfast but would love to get the best start to their day.”
The Sidemen’s manager Jordan Schwarzenberger added: “It’s brilliant to be working with the best cereal manufacturer in the UK, Mornflake, to make this product for The Sidemen, and to have secured such strong distribution with Tesco at the start of this brand’s journey.
“We feel like we have put in place a lot of powerful building blocks for Best, have got some brilliant stuff lined up to support it moving forward and will give it the best start possible to its life.”
It is not the first time the group has launched a product in the grocery retail space.
In 2022, Morrisons began stocking The Sidemen’s XIX Vodka in over 300 of its stores and last October, the product also rolled out in Tesco stores across the UK.
