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UK cereal brand Best, founded by the Sidemen in March last year, has unveiled its latest launch: a new 'filled pillow' cereal range combining a crispy outer shell with a smooth, creamy centre.

The cereal is available in two indulgent flavours – Chocolate Crunch and Caramel Gold.

The new cereal from Best, founded by the Sidemen in March last year, was teased by the YouTubers during their sold-out Sidemen Charity Match at Wembley Stadium to over 90,000 people in the stadium and to millions more watching the match online.

The launch also sees a packaging refresh, with the new boxes offering shoppers the chance to win memorable UK experiences as part of a year-long partnership with Day Out With The Kids.

Tobi Brown, aka TBJZL from the Sidemen, said: "As a group of British YouTubers, we’ve always been proud of where we come from, and with Best, we want to celebrate the best of the UK by highlighting the top attractions on our doorstep".

"Best’s latest partnership with DOWTK is our way of encouraging families to create memories together giving them access to some unforgettable experiences through something as simple as buying a box of their favourite cereal.”

The new 'filled pillow' cereal will be available for an RRP of £3.50 from 12 May at Morrisons, both online and in stores across the UK.

Best is a part of the Sidemen’s brand collection, alongside XIX Vodka, launched in 2023 and SIDES restaurant group, launched in 2021. The new cereal follows the launch of Sidemen's ice cream and frozen dessert range.