Singer Justin Bieber and doughnut purveyor Tim Hortons have announced a collaboration on menu items and merchandise.
The Canadian-born musical artist and the Toronto-based Tim Hortons, a division of Restaurant Brands International Inc., will debut a limited-edition selection of Timbiebs Timbits on Nov. 29 in the flavors of Chocolate White Fudge, Sour Cream Chocolate Chip and Birthday Cake Waffle.
Tim Hortons restaurant in both the United States and Canada will offer the flavors, the company said.
“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, Tim Hortons’ Chief Marketing Officer for Tim Hortons,
The company said Bieber, known for songs that include “Yummy” and “Peaches,” shared with the Tim Hortons team that Timbits are his favorite item on the menu. Chef Tallis Voakes, Tim Hortons director of culinary innovation, experimented with different flavor combinations and collaborate on the recipes, the company said.
"Doing a Tim Hortons collab has always been a dream of mine,” said Bieber in a statement. “I grew up on Tim Hortons, and it’s always been something close to my heart."
Bagozzi added that the singer “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.”
The company said a line of Timbiebs merchandise will also be available at participating Tim Hortons restaurants in Canada and the United States.
Popeyes Louisiana Kitchen, another of Burger King-parent RBI’s three divisions, has recently partnered with rapper Megan Thee Stallion for a special hot sauce, merchandise and franchising.
Tim Hortons was founded in 1964. As of Sept. 30, RBI had 5,137 Tim Hortons restaurants, including 3,940 in Canada and 1,197 outside of Canada.
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