Sides Coffee, from United Food Brands, was built in conjunction with YouTube collective The Sidemen. “RTD coffee is no longer just about function, it is about brand, lifestyle and engagement,” said Richard Reeves, chief executive at United Food Brands. Sides Coffee will launch initially as a Bestway-exclusive £2.25 price-marked pack (PMP), designed to create a clear point of difference for Bestway customers. “The exclusive PMP strategy with Bestway gives retailers confidence, gives shoppers clarity and allows us to drive volume at pace from day one.” Kenton Burchell, group trading director at Bestway Wholesale, said: “We are proud to leverage Bestway’s position as the UK’s leading independent wholesaler to facilitate this high-impact launch of Sides Coffee.