Sidemen take over Iceland store in new ‘Sidesland’ pop-up

The pop-up, which is set to open today (17 June), is located at Iceland’s Hackney store branch in London, where it is understood members of the Sidemen will appear to promote the new tie-up.

It comes as the brand unveiled its new 15-product range with the frozen food specialist, which includes a range of Sides restaurant favourites, including Wings, Ribs, Fried Chicken and Sides sauces.

Iceland Foods & The Food Warehouse head of innovation and licensing Oliver Gilding said: “We’re incredibly excited to launch the Sidemen’s new SIDES restaurant-inspired frozen food and sauce range exclusively across our 1,000-store estate.

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“We love providing our customers with unbelievable choices and innovative products from big name brands. I’m confident this range will be one of our most popular launches to date!”

The new collaboration comes as Sidemen’s brand manager Jordan Schwarzenberger told Grocery Gazette earlier in April, that the group was set to launch a new Sides frozen food range, exclusively in Iceland as it looks to expand its grocery portfolio.

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

The new range is the latest grocery product launch for the group. It entered the cereal category with HFSS-compliant Best earlier this year and launched spirit brand XIX Vodka in 2022.

The new range of products will be available from 18 June: 

  • SIDES Chilli Cheese Nuggets 240g – £3.50
  • SIDES Cheese Nuggets 240g – £3.00
  • SIDES BBQ Cheese Bites 280g – £3.50
  • SIDES Nashville Spiced Ridge Cut Dipper Chips 600g – £3.50
  • SIDES Mini Hash Brown Onion Rings 420g – £3.50
  • SIDES Jalapeno and Cheese Hash Brown Nuggets 400g- £3.50
  • SIDES Nashville Coated XL Fried Chicken Ribs 490g – £5.00
  • SIDES Mega Feast Box 1kg – £10.00
  • SIDES Salt N Pepper Chinese BBQ Wings with Crispy Fried Onions 425g – £4.00
  • SIDES Smoke ‘N’ Spice Sweet Chilli Wings with Crispy Fried Onions 425g – £4.00
  • SIDES Sweet ‘N’ Salty Chicken Bites 400g – £4.00
  • SIDES Crispy Coated Boneless Chicken Box 550g – £5.00
  • SIDES Chicken Shop Sauce 350ml – £2.00
  • SIDES Sweet ‘n’ Smokey Ketchup 350ml – £2.00
  • SIDES Ultimate BBQ Sauce 350ml – £2.00


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