Timbiebs will also return when the new cold brew partnership with Bieber launches on June 6
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Tim Hortons will launch a Justin Bieber-themed coffee next month as part of a partnership with the Canadian pop star that has lifted sales and attracted a younger audience to the coffee chain.
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The French Vanilla cold-brew coffee, called Biebs Brew, is the second product that Tim Hortons has developed in collaboration with Bieber, following the Timbiebs line of Timbits that exploded in popularity over the winter. The Bieber doughnuts, and the branded tote bags and toques that were sold alongside them, were so successful that financial analysts who follow Tim Hortons’ parent company have been anticipating the program’s return.
Tim Hortons announced on Tuesday that the new coffee will be available starting on June 6. Timbiebs will return to stores on the same day.
The Bieber cold brew comes as Tim Hortons continues a push to make itself relevant to younger coffee drinkers. The brand spent the last two years trimming its menu and upgrading ingredients in an attempt to regain consumer confidence in its basic offerings, like coffee and doughnuts, which had started to droop in quality. This month, Tim Hortons owner Restaurant Brands International Inc. said the second phase of its turnaround plan will involve expanding into cold beverages — a $4.5-billion dollar market in Canada that is popular with younger audiences.
