The Sidemen are celebrating yet another successful business venture. The British septet has already sold more than 100,000 boxes of cereal two weeks after debuting a breakfast brand called Best.
The U.K.’s top creator group announced Best in a reveal video published on March 3. The clip shows the Sidemen sitting on the edge of a giant cereal box while they enjoy Best’s first two flavors: Choco Crunch and Caramel Gold. The Best website advertises the new cereals as “school approved,” thus positioning Best as another creator-led food brand that prioritizes better-for-you ingredients.
Though Best is branded as a Sidemen product, it is produced by U.K.-based company Mornflake. Per Dexerto, a “significant portion” of Best profits will go to Magic Breakfasts, a charity that provides morning meals to children in need.
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Best products are available through several major U.K. outlets, including the grocery chain Tesco, and they have been flying off the shelves. In a LinkedIn post published on March 20, Sidemen manager Jordan Schwarzenberger revealed that Best needed just two weeks to sell 100,000 boxes of cereal.
The Sidemen have become experts when it comes to creator products, especially in the food and drink sector. They ventured into premium spirits with XIX Vodka and followed that up with fried chicken concept Sides. The Sidemen plotted major expansion for Sides by announcing their plan to open ten brick-and-mortar locations across the U.K.
Beyond the retail world, the Sidemen’s ambitions include several significant programming initiatives. After gathering more than 21 million subscribers and growing their brand into “Disney for Gen Z born from YouTube,” the Sidemen told their story in a recent Netflix original.
