Sides expands omnichannel presence with new Iceland range

By James McAllister

- Last updated on GMT

YouTube stars The Sidemen expands omnichannel presence with new Sides fried chicken range at Iceland

Related tags Sides Fried chicken Sidemen Omnichannel Fast food retail QSR

Sides, the QSR fried chicken brand created by YouTube stars The Sidemen, is expanding its omnichannel presence with the launch of a new retail range in Iceland.

The 15-strong range is inspired by dishes served at Sides’ chain of restaurants and consists of sauces, chicken wings, BBQ ribs and a selection of side dishes such as onion rings and cheese bites.

Launching in Iceland and The Food Warehouse branches across the UK today (18 June), the range will retail at between £2 and £10.

“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,” says Oliver Gilding, head of innovation and licensing at Iceland Foods & The Food Warehouse.

“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.”

It’s the latest in what is a growing presence in UK food and drink for The Sidemen, who originally launched Sides as a delivery-only brand in late 2021​ and have gone to establish a bricks and mortar presence with sites in London, Manchester, the Midlands, Essex and Kent.

In March of this year, the group partnered with Mornflake to launch its Best Cereal brand into Tesco. This was followed in the same month by a range of snacking meat products developed by the group in partnership with New World Foods. Iceland is now also stocking both products.

“We’re so excited to have our Sides products launching at Iceland,” says Tobit Brown, a member of the 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."

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