Apr 16th, 2025
6 mins
YouTube phenomena the Sidemen have made their way to Brakes, with the launch of a new range of ice cream products under the collective’s Sides brand.
The group, which has a following of more than 22 million followers on YouTube, already successfully run Sides restaurants, where customers chilled out to the ice cream range as they developed and trialled it alongside premium ice cream manufacturer Beechdean.
Crafted at Beechdean’s state-of-the-art facility in Cheshire, the range features bold, indulgent 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, the UK’s leading foodservice wholesaler, will see the brand given national distribution, making the quality, trend-driven 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.”
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For further information please contact Kevin Coles – kevin@fifthdimensionpr.com or 07776026012
About Sysco
Sysco is the global leader in selling, marketing and distributing food products to restaurants, healthcare and educational facilities, lodging establishments and other customers who prepare meals away from home. Its family of products also includes equipment and supplies for the foodservice and hospitality industries. With more than 76,000 colleagues, the company operates 340 distribution facilities worldwide and serves approximately 730,000 customer locations. For fiscal year 2024 that ended July 1, 2024, the company generated sales of more than $78 billion. Information about our Sustainability program, including Sysco’s 2023 Sustainability Report and 2023 Diversity, Equity & Inclusion Report, can be found at: www.sysco.com.
Sysco in Great Britain
As Britain’s leading national broadline supplier, Brakes delivers the highest quality fresh and frozen food and ingredients from its nationwide network of distribution centres to some of the nation’s most famous pubs and restaurants, as well as schools, caterers, care homes and hospitals. It has the biggest range of award-winning products in foodservice.
kff and Medina Foodservice both offer a regional broadline service with a comprehensive range, delivered with a passion for customer service and local knowledge.
Sysco fresh businesses in Great Britain are led by Fresh Direct, which is the leading specialist supplier of locally and globally sourced fresh produce and dairy across Great Britain, bringing the best of the seasons to chefs’ menus, as well as the finest sourced fresh fish and seafood from M&J Fresh Seafood, as part of a consolidated delivery for many corporate customers. The very best ingredients for chefs are available from fine food specialist Wild Harvest.
Brakes Catering Equipment provides commercial catering equipment for a variety of catering establishments and their services include a bespoke design service.
Specialist convenience supplier, Country Choice, completes the group and is Britain’s leading supplier of in-store bakery and retail foodservice products.
Sysco has 8,400 colleagues servicing more than 20,000 customers from 30 distribution centres across Great Britain.
