Sides Turns Up the Flavour-scale Heat with its new British-born Menu Launch

Sides, the UK home of Nashville-style hot chicken, launches its new bold menu on 19th October to celebrate the Sidemen’s 12th birthday, introducing a bigger, bolder customisable flavour experience and new products across all UK restaurants. 

The UK-born-and-bred hot chicken brand’s menu is undergoing a major revamp. The brand is now bringing its own bold twist with a new Sides Flavour Scale, the first of its kind for a UK chicken brand, giving fans 11 unique ways to personalise their heat and flavour, featuring bold new creations like sweet Mango Peri Peri, fiery Firecracker, and classic Roast Chicken Dinner. 

The new taste offering gives fans more ways to customise their meal, choosing how they want their chicken, in a burger, wrap, tenders, wings or snack box, then pick their flavour. From sticky and sweet to smoky and insanely hot, the new flavour line-up takes inspiration from British favourites and current food trends, all made with 100% Red Tractor British chicken. 

The new menu also adds new products like the Salad Snack Box, offering a lighter lunchtime option that sits alongside existing favourites like the Boneless Bite Snack Box and Mac ‘n’ Cheese Bites now available as part of the Sides Saver options offering even better value for money. In addition, Sides' burger options have been upgraded with a newly improved recipe designed to bring better flavours and deliver a juicier bite. With the new flavour scale, customers can now also choose from 11 flavour options, including the iconic Ultimate Nashville Burger. 

Aaron Moore-Saxton, Managing Director at Sides, said: “We’ve looked at what people in the UK love eating and found ways to make it uniquely ours. From nostalgic British classics to bold new flavours, the new menu is all about giving customers the freedom to choose and helping them own their taste, proving that bold flavour and British heritage can go hand in hand”  

“People today crave more than just great food, they’re looking for authentic connection and a brand that understands them. At the same time, they expect great taste, high quality and great service. I believe that our new menu strikes that balance, as it keeps Hot Chicken at the heart of what we do while giving it a UK twist to stay relevant and deliver an experience that feels unmistakably Sides.” 

Sides was founded by Hero Brands and the biggest and most influential YouTube collective, The Sidemen, in 2021.  It now has five UK restaurants and recently opened its first international location in Singapore in June this year. 

Hot chicken has grown from a niche trend to a nationwide obsession in the US, and the born and bred British brand continues to lead in the UK by reimagining the Nashville-style chicken experience with a distinctly British attitude. 

The launch of the new menu will fuel the next phase of growth as Side’s aims to be the UK’s go-to hot chicken brand with plans to double its footprint within the next year and continue its global expansion.  

This next chapter, supported by Hero Brands’ operational expertise and strategic leadership, will focus on sustained, quality-led expansion and international growth. 

Aaron Moore-Saxton recently joined following spells with Chopstix, Pizza Hut and Itsu. The senior team has also been strengthened with the appointment of Fiona Richards as Marketing Director, who has held senior roles with Lidl and BP, bringing a diverse range of experience on board. 

Aaron added: “Sides has demonstrated exceptional growth potential in such a short period of time. We have already proven our concept in both dark kitchens and physical restaurants and have built a strong foundation with a powerful brand, a high-quality product, and we are building an even more experienced leadership team to take the brand to new heights. 

“This combination positions us perfectly to own the hot chicken category in the UK and to accelerate our expansion internationally. With the backing of Hero Brands and the continued passion of The Sidemen, we’re confident that Sides will achieve its ambitious business and growth goals both at home and abroad as a recognisable UK-born-and-bred chicken brand.” 

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