United Food Brands has secured a national rollout for SIDES Coffee through Bestway Wholesale, taking the RTD coffee brand into more than 2,000 convenience stores.
Created with YouTube collective The Sidemen, the brand’s first major convenience push will include Costcutter, best-one, Central Convenience and Bargain Booze.
United Food Brands has also launched a Bestway-exclusive £2.25 price-marked pack across three flavours: Sub Zero Vanilla, Ice Cold Original and Gold Rush Caramel.
The PMP has been developed to drive trial, increase sales and give independent retailers an exclusive offer unavailable through other wholesale routes.
The launch will be supported by a £1m marketing campaign. Activity will include sampling, influencer marketing and geo-targeted digital advertising aimed at driving store purchases.
United Food Brands said it plans to build the brand through continued innovation, in-store activity and new product development as it targets growth in the RTD coffee category.
