Partner Article

YouTube supergroup The Sidemen launches a new virtual food brand

Virtual Hero announces the launch of new, virtual food brand Sides in the UK and UAE. Developed in collaboration with famous YouTube collective The Sidemen, arguably the most popular and engaged content creators in Europe, the new concept combines pop-culture references with delicious chicken dishes.

Facilitated by REEF, the world’s largest operator of virtual restaurants, the new fried chicken concept is available for delivery only and sold exclusively online in the UK and UAE via all major food delivery platforms, with a US launch slated for early 2022.

Virtual Hero is owned by Hero Brands, the company behind the exploding fast casual chain German Doner Kebab, plus Choppaluna and Island Poké. Working in partnership with the creator collective to develop the brand, Sides is the latest cloud kitchen-based food mega brand to launch in multiple locations simultaneously, via REEF’s community hubs.

Sides is available to order across London and the UAE today, with 200 sites set to open globally by the end of 2022.

The Sides menu allows customers choose their ‘protein’ (chicken or plant based) in either a delicious ‘sando’, slider, salad or to be ‘loaded up’ with the choice of seven different flavours (chipotle, classic buffalo, BBQ, Korean BBQ, Teriyaki, Garlic Mayo, Louisiana). Customers also select an accompanying side such as waffle fries, mac n cheese, side slaw, onion rings and cheese poppers.

The Sidemen who are well known for their creativity, cook offs and YouTube reviews are set to bring character to the menu with creations from each of their seven Sidemen (KSI, Miniminter, Zerkaa, Behzinga, Vikkstar123, TBJZL, and W2S). New dishes will be added to the menu every time the boys are feeling inspired in the kitchen.

Vik (Vikkstar123) from The Sidemen said: “As huge fans of fried chicken, we can’t wait to get our new food brand Sides out to our fans across the world. We’re delighted to partner with the team at Virtual Hero on this exciting project, and look forward to seeing the reception!”

Virtual Hero, CEO Robin Mehta said: “At Virtual Hero we are responding to emerging consumer trends in this fast-growing market and building the virtual brands of the future. We’re excited to finally reveal the new Sides concept and it’s great to work with The Sidemen and REEF to bring this new virtual brand to life.

Covid escalated the rise of delivery only brands and dark kitchens are exploding everywhere across the globe, with the help of innovative brands like REEF. It’s an exciting time to launch Sides and give consumers a new and delicious food experience to try.“

“The Sidemen are representative of exciting and relevant British talent being at the forefront of new trends - we’re thrilled to be able to help launch their first venture in to food” said Leo Feldman, REEF’s Head of Brand Partnerships. “We’re looking forward to delivering Sides to the U.K. and the rest of the world. With The Sidemen’s wide-reaching fanbase and REEF’s network of kitchens, this new delivery concept will shake up the virtual restaurant market, showing how brands - and creators - can use our platform to scale with unprecedented speed and no capital investment.”

This was posted in Bdaily's Members' News section by archit chopra .