Sides is a new fried chicken concept from The Sidemen in collaboration with Virtual Hero. Fried chicken with a choice of seven banging sauces, including Chipotle, Classic Buffalo, BBQ, Korean BBQ, Teriyaki, Garlic Mayo, and Louisiana. Which side are you on? Lauded as pop-culture phenomena, The Sidemen are a collective of 7 content creators who have dominated the internet since 2013. Firmly establishing themselves as tastemakers in food, football, gaming and music, with a global following of 84.5 million dedicated YouTube subscribers and a combined Instagram following of 36.4 million. 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 now, with 200 sites set to open globally by the end of 2022.