A fried chicken brand ‘Sides’ has just launched in Leeds. The brand has been developed by famous YouTube collective, The Sidemen, arguably the most popular and engaged content creators in Europe.

The new location has been announced as the brand forges ahead with its ambitious growth plans to bring its delicious chicken dishes across the UK and beyond.

Sides is a food concept facilitated by REEF, the world’s largest operator of virtual restaurants. Sides is now available for delivery only and sold exclusively online via major food delivery platforms UberEats and Deliveroo.

Sides is part of Virtual Hero, a subsidiary of Hero Brands, the company behind the exploding fast casual chain German Doner Kebab, Choppaluna, Island Poké, and XIX Vodka, a further Sidemen brand. 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.

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

Sides is currently available to order across Leeds.

Vik Barn, The Sidemen, said: “As huge fans of fried chicken, we’re excited to launch a further location outside London and bring Sides to the people of Leeds as we continue to expand rapidly throughout the UK and beyond.”

Virtual Hero, CEO Robin Mehta said: “At Virtual Hero we are responding to emerging consumer trends in this fast-growing market and building the brands of the future.

“The pandemic has escalated the rise of delivery only brands, and we’re excited to bring Sides to Leeds and give consumers a new and delicious food experience to try as we ramp up our expansion.”