United Food Brands is doubling down on its ambition to build the next major RTD coffee brand, as it drives the national rollout of SIDES Coffee into more than 2,000 convenience stores through Bestway Wholesale, one of the UK’s largest and most influential wholesalers.
With a network of over 70 depots nationwide and access to more than 100,000 retail customers, Bestway provides SIDES Coffee with immediate national reach across the independent retail channel. The partnership gives United Food Brands the scale required to rapidly establish distribution, drive awareness and build velocity from launch.
“RTD coffee is no longer just about function, it is about brand, lifestyle and engagement,” says Richard Reeves, CEO of United Food Brands. “Our strategy is to back brands that can win culturally and execute commercially. SIDES Coffee does both.”
Creator power meets retail scale
Built with YouTube collective The Sidemen, SIDES Coffee enters the market with a highly engaged audience, 93% of whom are over 18, with 60% male and a fast growing female following.
“Creator led brands are becoming a serious force in FMCG,” says Reeves. “When you combine that level of audience with the right retail execution, you unlock something very powerful.”
Winning in convenience from day one.
The brand’s first major convenience push will see it land across Costcutter, best-one, Central Convenience and Bargain Booze.
Central to the launch strategy is a Bestway-exclusive £2.25 price-marked pack (PMP), giving independent retailers access to a unique proposition not available through other wholesale routes. The exclusive PMP has been specifically designed to drive trial, accelerate rate of sale and provide retailers with a compelling value-led offer that resonates with today’s cost-conscious shoppers.
By partnering exclusively with Bestway on the PMP format, United Food Brands is creating a clear point of difference for Bestway customers, helping retailers stand out in a competitive category while benefiting from the strength of The Sidemen brand and a highly engaged consumer audience.
The PMP format sits across three core SKUs, Sub Zero Vanilla, Ice Cold Original and Gold Rush Caramel, with pricing built to balance accessible indulgence with strong retailer margins.
“Convenience is where this category is won or lost,” says Manraaj Rai, Head of Sales. “The exclusive PMP strategy with Bestway gives retailers confidence, gives shoppers clarity and allows us to drive volume at pace from day one.”
Building a brand, not just a launch
The launch is backed by a £1m marketing investment, delivered by UFB’s marketing partner, COLLAB. Activity will include nationwide sampling, influencer activation and geo-targeted digital campaigns designed to convert The Sidemen’s audience into in-store purchases.
“Through a high-impact marketing campaign, we will ensure that SIDES Coffee is the most talked-about arrival on convenience shelves this year,” says Danny Wright, CEO of COLLAB.
The focus will be on sustaining momentum through continuous innovation, strong in-store execution and alignment with evolving consumer trends.
As RTD coffee continues to evolve, United Food Brands is focused on scaling brands that can deliver both cultural relevance and commercial performance.
Through targeted distribution, disciplined pricing strategies and a committed innovation pipeline, the business is positioning itself to lead the next phase of growth in the category.
Kenton Burchell, Group Trading Director of Bestway Wholesale
“We are proud to leverage Bestway’s position as the UK’s leading independent wholesaler to facilitate this high-impact launch of SIDES Coffee. By utilizing our depots national infrastructure, we are providing United Food Brands with an immediate, large-scale access into the independent trade, ensuring this product is available in volume across every region we serve.
For our trade customers, the exclusivity of the Price-Marked Pack (PMP) is a critical lever. It allows our depots to offer a product that guarantees margin security and price transparency, giving independent retailers the confidence to drive high-volume turnover from day one.
Working with a brand that has built a strong consumer following allows us to bring relevant innovation to our wholesale offering. This launch demonstrates how Bestway can help suppliers introduce new brands to the independent retail sector at scale, while giving our customers access to products that reflect evolving consumer demand.”
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