Spinning out from the group’s Sides restaurant business, the range has been developed and trialled alongside premium ice cream manufacturer Beechdean at its production facility in Cheshire.
The range features flavours that proved popular at Sides restaurants, including Marshmallow Cake, Chocolate Brownie Fudge Cake, American Style Cookie, Cookies & Cream Cookie, Chocolate & Vanilla Cone, and Stracciatella Stick.
National distribution
By securing a deal with wholesaler, the brand will now see national distribution, making its trend-driven products available to foodservice business across the country for the first time.
Paul Nieduszynski, CEO of Brakes parent company Sysco GB, said: “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 flavours, all backed by the on-trend Sides brand.”
Influencer group
The Sidemen is a British YouTube group consisting of influencers and internet personalities KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S. Together they produce videos of various challenges, sketches and video game commentaries across their YouTube channels, which had a combined total of over 138 million subscribers as of October 2022.
Outside of their YouTube content, the group has expanded into various other business ventures, including a clothing range in 2014 and the restaurant chain Sides in 2021. As of September 2022, the restaurant had more than 80 dark kitchens across the UK and 20 in the United Arab Emirates.
The Sidemen launched their own alcoholic beverage line XIX Vodka in 2022 and their cereal brand Best Cereal in 2024.
Meanwhile, Scottish ice cream brand Equi’s Ice Cream has signed a deal to supply Sainsbury’s stores across the country.
