LONDON — Sunny Side Up has been appointed by new breakfast cereal brand Best Cereal to handle its corporate, consumer and trade communications, without a competitive pitch.

Best Cereal has been created by influential Gen Z YouTube collective The Sidemen, who have more than 21 million subscribers, in partnership with British heritage oat cereal makers Mornflake.

The Sidemen already have a clothing brand and are now adding to their FMCG enterprises; the new product range became the UK’s fastest-growing cereal brand when it was launched in February this year in Tesco supermarkets.

The account will be led by agency founder Nick Woods and account director Nikita Takhar, reporting into The Sidemen’s manager, Jordan Schwarzenberger, who said: “We had a successful launch following brilliant comms support from Nick, Nikita and our team at Sunny Side Up. We’re delighted to have them as part of the gang.”

Woods added: “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 team now works with brands including Charlie Bigham’s, New Covent Garden Market, Driscoll’s, British Cherries and Cheesegeek.