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11/11/2021

Tim Hortons, Justin Bieber team up for Canadian collaboration

Canadian coffee chain Tim Hortons has launched a new exclusive partnership with music superstar Justin Bieber, including three new flavors of Timbits, and merchandise to come soon.
Zachary Russell
Associate Editor
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Two staples of Canadian culture are coming together for an exclusive collaboration. Pop superstar Justin Bieber and Tim Hortons are joining forces for a limited-edition run of Timbits and merchandise.

Tim Hortons guests in Canada and the United States will get their first taste of the collaboration on Nov. 29, with the launch of a limited-edition selection of “Timbiebs” Timbits in Chocolate White Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffle flavors. The former child star and pop icon worked hands-on with Chef Tallis Voakes, director of culinary innovation at Tim Hortons, to experiment with different flavor combinations and collaborate on the recipes.

"Doing a Tim Hortons collab has always been a dream of mine," said Bieber, who has sold an estimated 150 million records as of 2019. "I grew up on Tim Hortons and it's always been something close to my heart."

A light-hearted commercial promoting the partnership was also released, showing Bieber, 27, brainstorming the flavor ideas.

"What's amazing about working with Justin is he has an authentic, lifelong relationship with Tims and he was so invested in working on Timbiebs and our future plans together," said Hope Bagozzi, chief marketing officer at Tim Hortons. "He knows exactly what our guests already love about the Tims brand and he's helping us deliver new menu innovations that we know they're going to love. We're really looking forward to what's next."

A collection of Timbiebs merch will also be available in participating restaurants in Canada and the United States on Nov. 29 – more details will be announced soon. Tim Hortons has more than 4,800 restaurants in Canada, the United States and around the world, and is Canada’s largest restaurant chain.