Sidemen to launch new frozen range in Iceland

YouTube megastars Sidemen are set to launch a new frozen food range, Sides, exclusively in Iceland as the brand looks to expand its grocery portfolio.

Sides is a spin-off from the YouTube group’s restaurant of the same name, which sells fried chicken, side dishes, and sauces.

Sidemen brand manager Jordan Schwarzenberger told Grocery Gazette the brand had been working with Iceland on “a number of exciting products which will be frozen”.

It follows the launch of Sides’ gluten-free meat snacks, which made its debuted in 3,000 Tesco and 1,000 One Stop shops earlier this month.

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The frozen line comes amid the Sidemen launching various other grocery products over the past year.

The brand entered the cereal category with Best earlier this year, which features two HFSS-compliant flavours, Choco Crunch and Caramel Gold, priced at £2 for a 375g box.

In 2022, Morrisons began stocking The Sidemen’s XIX Vodka in over 300 of its stores while last October, the premium spirit brand also rolled out in Tesco stores across the UK.

In an interview with Grocery Gazette, Schwarzenberger spoke about future plans for the expansion of the British YouTube collective‘s grocery portfolio, including an extension in the breakfast category.

“There’s a world of breakfast that can be explored…so I would say watch this space for the breakfast category, we’d definitely be keen to do more,” he said.

“We want to make this a global brand and enter new verticals as well, looking at potentially bars and other categories within the breakfast space, to basically continue that same ethos of Best of being the best of health taste and price.”