Cereal brand Best, created by YouTube collective the Sidemen, has launched new ‘filled pillow’ flavours as it expands it breakfast portfolio.

Available in Morrisons from May 12, both online and in-store, the new Chocolate Crunch and Caramel Gold flavours were first teased by the group during a charity football match at Wembley Stadium. The products features a crispy outer shell with a creamy filling.

Alongside the new products, Best has launched a new 12-month promotion with attractions website Day Out With The Kids (DOWTK), mounting consumer competitions offering experience day prizes.

“As a group of British YouTubers, we’ve always been proud of where we come from, and with Best, we want to celebrate the best of the UK by highlighting the top attractions on our doorstep,” said Sidemen member Tobi Brown, also known as TBJZL.

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“Best’s latest partnership with DOWTK is our way of encouraging families to create memories together giving them access to some unforgettable experiences through something as simple as buying a box of their favourite cereal.”

Speaking to Grocery Gazette last year, Sidemen brand manager Jordan Schwarzenberger said the business aimed to disrupt the “stale” market in breakfast cereals, and expand in the grocery sector and beyond.

Schwarzenberger said: “We want to make this a global brand and enter new verticals. For example, we’re looking at potential bars and other categories within the breakfast space.”

“Our goal is to basically beat Krave. It’s a similar shape and type of product – if we can overtake Krave in our first year, that’d be amazing considering they’ve been doing what they’ve been doing for a very long time.”

Earlier this year the Sidemen worked with ice cream manufacturer Beechdean to launch its ice cream range into retail, following demand from restaurant customers. In recent years, the Sidemen collective has also launched a vodka brand and a meat snack brand.

In January, the Sidemen teamed up with Netflix to launch a new Honeycomb Crisp cereal, inspired by Squid Game 2.