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Iceland teams with YouTube sensation SIDES for latest brand collaboration

SIDES – founded by YouTube sensations, the Sidemen – has launched a new frozen SIDES range and SIDES sauces, available exclusively at Iceland and The Food Warehouse stores.

Inspired by the popularity of the YouTubers’ SIDES restaurant chain, the new SIDES range will see fans able to get their hands on products to recreate that restaurant taste at home for the very first time.

To mark the launch, the Sidemen took over Iceland’s Hackney store, rebranding the supermarket as ‘Sidesland’.

Iceland and The Food Warehouse have officially become the first supermarket in the UK to sell the SIDES range of frozen foods and sauces. There are 15 products in the range including Wings, Ribs, Fried Chicken and SIDES sauces, plus all new Chicken Shop Sauce, BBQ Cheese Bites and Salt N Pepper Chinese BBQ Wings.

“We’re so excited to have our SIDES products launching at Iceland,” commented Tobit Brown (TBJZL), a member of the Sidemen. “Our fans have gone crazy for our SIDES restaurants so we couldn’t wait to make products available in store for them too.

“Whether it’s our juicy and tender Nashville Boneless Chicken Box, or our range of incredible sauces, including the fan-favourite Chicken Shop Sauce, there’s something for everyone to now enjoy at home.”

The SIDES frozen range launch comes after the YouTube group launched a restaurant chain in 2021, which is now available in six locations from London to Manchester.

Oliver Gilding, head of innovation and licensing at Iceland Foods & The Food Warehouse, commented: “We’re incredibly excited to launch the Sidemen’s new SIDES restaurant inspired frozen food and sauce range exclusively across our 1,000-store estate. We love providing our customers with unbelievable choices and innovative products from big name brands. I’m confident this range will be one of our most popular launches to date.”

Sidemen, Harry Lewis (WS2), Ethan Payne (Behzinga), Tobit Brown (TBJZL) and Joshua Bradley (Zerkaa) were in attendance on Monday afternoon (17 June) to officially open the ‘Sidesland’ store.

As part of the carnival-style celebrations, traffic came to a temporary standstill as a branded SIDESLAND HGV lorry played music for the queues of fans to enjoy. Fellow YouTube sensation Danny Aarons also got involved in the action on the day.

The four YouTube sensations were later pictured officially opening the store and the first SIDES products were snapped up by customers. Shoppers were also treated to free SIDES merchandise in the form of hoodies, caps and t-shirts and had the chance to enter various live competitions to win a whole host of prizes and vouchers.

The group have amassed a community of more than 130 million subscribers in total and first launched the SIDES brand for delivery-only in late 2021.

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