YouTube phenomena the Sidemen have made their way to Brakes, with the launch of a new range of ice cream products in the United Kingdom under the collective’s Sides brand.
The group, which has an audience of more than 22 million followers on YouTube, already successfully run Sides restaurants, where customers chilled out to the ice cream range as they developed and trialled it alongside premium ice cream manufacturer Beechdean.
Made in Beechdean’s state-of-the-art facility in Cheshire, England, the range features indulgent flavors including Marshmallow Cake, Chocolate Brownie Fudge Cake, American Style Cookie, Cookies & Cream Cookie, Chocolate & Vanilla Cone, and Stracciatella Stick.
The deal with Brakes, a unit of Sysco GB and the Britain’s leading foodservice wholesaler, will see the brand gain national distribution, making the range available to restaurant, pub and catering businesses across the country.
Paul Nieduszynski, chief executive officer of Sysco GB, stated: “The Sidemen are currently one of the hottest tickets in town and we’re delighted to be able to give the out-of-home sector the opportunity to get their hands on what is sure to be an immediate hit. We’re confident that our customers are going to love the range of flavors, all backed by the on-trend Sides brand.”
