YouTube stars the Sidemen launch Sides ice cream range in Brakes

Brakes is now stocking a new range of ice cream products under the Sides brand from the YouTube phenomena the Sidemen.

The Sidemen, which have more than 22 million followers on YouTube, already successfully run Sides restaurants, where the ice cream range was trialled.

Crafted at Beechdean’s facility in Cheshire, the range features flavours inspired by fan-favourite treats, including Marshmallow Cake, Chocolate Brownie Fudge Cake, American Style Cookie, Cookies & Cream Cookie, Chocolate & Vanilla Cone, and Stracciatella Stick.

The deal with Brakes sees the brand given national distribution, making the range available to foodservice businesses across the country for the first time.

Paul Nieduszynski, CEO of 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.”