The Sidemen’s Best cereal has rolled out a third limited-edition flavour which will launch exclusively in Iceland Foods stores from today (23 July).

The new Ice Cream Crunch product consists of strawberry, chocolate and vanilla flavoured crispy cereal pillows, and will be available at £2.50 per 375g box.

It adds to other flavours currently available, including Choco Crunch and Caramel Gold, both of which can also be found at Iceland.

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The brand, which was launched in March this year by British YouTube collective the Sidemen, features HFSS-compliant products that are made by Mornflake and include a combination of wheat and oat crispy puffs.

Best cereal also includes added vitamins and minerals such as B12, D, E and iron, as well as being a good source of fibre and low in saturated fat, with one bowl containing just over 100 calories.

The Sidemen manager Jordan Schwarzenberger said: “We’ve been overwhelmed with fans’ compliments and requests for more flavours and we’re pleased to give the people what they want. We hope everyone loves the new Ice Cream Crunch as much as they love Choco Crunch and Caramel Gold.”

It’s not the first time one of the YouTube sensation’s brands have made it onto a supermarket shelf.

In 2022, Morrisons began stocking the group’s XIX Vodka in over 300 of its stores, followed by Tesco in October 2023.

More recently, the Sidemen launched 15 new frozen products from its Sides restaurant brand into Iceland stores including wings, ribs, fried chicken and Sides sauces.