Beechdean has partnered with YouTube collective the Sidemen to launch its SIDES ice cream range into retail following strong demand in the SIDES restaurant chain.
The core SIDES ice cream range includes Cookie Dough Core, Chocolate Millionaire’s, Salted Caramel Cake, and Chocolate Brownie Fudge Cake flavours.
Both Salted Caramel Cake and Chocolate Brownie Fudge Cake flavours have secured listings in Iceland and will be going live on shelves this week.
The ice cream is made by Beechdean exclusively for the Sidemen at its purpose-built Cheshire-based ice cream manufacturing facility.
Andrew Howard, Beechdean co-founder and managing director, said: “The Sidemen are evolving from being the single hottest group of individuals in the creator economy to one of the country’s leading FMCG brand-builders. We’re delighted to be partnering with them on this exciting new range.
“They have millions of fans with a love of great ice-cream, and we have decades of experience of making it. We go together like luxury dairy ice cream on top of hot chocolate fudge cake.”
Gordon McDermott, SIDES’ food director, added: “The reaction to these ice creams in SIDES restaurants has been phenomenal since we launched at the end of 2024… we literally had people buying tubs and tubs like they were in a shop, saying they were taking them home to put in the freezer. When that happens, the consumer is telling us something.
“Beechdean has been amazing. Only they could keep up with the staggering demand of our fans. You can’t buy Marshmallow Cake ice cream anywhere else, and we can’t wait to watch this brand grow and match or even overtake the success we’ve seen with our other brands.”
British YouTube collective the Sidemen is made up of influencers and internet personalities including KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S. Their other FMCG brands include premium vodka brand, XIX, and breakfast favourite, BEST Cereal.
Howard added: “The British ice cream industry needs this. We see disruption happening in various sectors across the UK retail sector but, really, we haven’t seen a product and brand innovation like this in this sector for a very long time.
“The opportunity for the SIDES Ice Cream brand is huge, and we’ll all anticipate significant retail demand, just as we saw with customers of the SIDES restaurants.”
