YouTube megastars Sidemen have launched a new frozen food range, Sides, exclusively in Iceland as the brand aims to expand its grocery portfolio.
Sides is a spin-off from the YouTube group’s restaurant of the same name, offering fried chicken, BBQ ribs, a selection of side dishes such as onion rings and cheese bites, and sauces.
The brand manager of Sidemen, Jordan Schwarzenberger, mentioned the brand had been working with Iceland on “a number of exciting products which are frozen”.
This follows the launch of Sides’ gluten-free meat snacks, which debuted in 3,000 Tesco stores and 1,000 One Stop shops earlier this year.
The frozen line comes as the Sidemen have launched various other grocery products over the past year.
Earlier this year, the brand entered the cereal category with Best, featuring two HFSS-compliant flavors, 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. Last October, the premium spirit brand also rolled out in Tesco stores across the UK.