The Sidemen's cereal brand, Best Cereal, has appointed Sunny Side Up to handle all its corporate, consumer and trade communications, forgoing a competitive pitch process.This news comes after Best Cereal, a collaboration between the hugely popular Gen Z YouTube collective The Sidemen (with over 21 million subscribers) and British oat giants Mornflake, took the UK by storm. Launched in February this year at Tesco supermarkets, it quickly became the fastest-growing cereal brand in the country.The Sidemen, already boasting a successful clothing line, are expanding their foray into the FMCG segment. Their manager, Jordan Schwarzenberger, credits Sunny Side Up's Nick Woods (founder) and Nikita Takhar (account director) for the brand's successful launch.Woods echoes the sentiment, praising The Sidemen's disruptive approach: “Best is a great product, but you don’t have to know too much about the people behind it to understand that they are among the biggest shakers in the industry. Jordan and his team bring an energy, agility and comfort-with-speed that a lot of brands could learn from. It’s exciting to be on board.”Sunny Side Up's food portfolio already boasts impressive clients like Charlie Bigham's, New Covent Garden Market, Driscoll's, British Cherries, and Cheesegeek.c