Sales at fried chicken venture Sides have surpassed £1m for the first time in the brand’s history, following the launch of its new tie-up with Iceland.
The chicken restaurant chain debuted an exclusive 15-product range in frozen food specialist Iceland last week, marking a significant move for the Sidemen brand into the grocery sector.
Taking over an Iceland store, the British YouTube sensations launched a pop-up, which showcased their new supermarket range, including products such as wings, ribs, fried chicken and Sides sauces.
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Since its inception in 2021 originally as a delivery-only service, Sides has expanded into food courts and high street restaurants, with both its Iceland partnership and its initial exclusive launch in Tesco in the form of meat snacking products.
Sides CEO Robin Mehta said: “Since the Iceland announcement earlier this month, we’ve experienced a significant increase in foot traffic to our restaurants, driven by a rise in brand awareness.
“We created the Sides brand with the goal of becoming recognised as the UK’s home of freshly cooked, high-quality fried chicken. We aim to make the brand accessible to everyone, delivering the finest chicken both on-site and in-store, at an affordable price.”
Mehta added: “Achieving £1m in one week is a significant milestone and a strong indicator of the growing recognition of our restaurant’s quality. This has been an incredibly exciting week for our brand, but our growth doesn’t stop here – this is just the beginning of our Sides journey.”
