Justin Bieber and Tim Hortons Are Collabing to Make Adorable Doughnut Hole ‘Timbiebs’

The flavors are sure to be yummy.

November 11, 2021

Photo by: Photo courtesy of Tim Hortons

Photo courtesy of Tim Hortons

Some collabs between brands and celebrities feel like they’ve come out of nowhere. Others make so much sense, it’s almost as if they were there all along. We’re putting Justin Bieber’s collaboration with Tim Hortons into that second category. A total no brainer.

For some time, the Ontario-born pop superstar has put his passionate devotion to the Canadian coffee chain right out there. Now, in a collaborative effort teased on Instagram earlier this week and officially announced yesterday, the Biebs is leveling up on his Hortons love with a partnership “to bring new menu and merch items to restaurants in Canada and the U.S.”

Their kick-off products — a limited-edition selection of Justin-approved Timbits (that’s Tim talk for doughnut holes, if you didn't know) — do look … yummy.

The new Timbiebs Timbits will be launched, along with a selection of related merch, on November 29 at participating Tim Hortons restaurants in the U.S. and Canada. The bite-size doughnut bits will be available in three flavors: Chocolate White Fudge, Sour Cream Chocolate Chip and Birthday Cake Waffle.

“Doing a Tim Hortons collab has always been a dream of mine,” Bieber shared in a news release. “I grew up on Tim Hortons and it’s always been something close to my heart.”

In case you're wondering how the collaboration played out, Tim Hortons says the singer let its culinary team know that Timbits were his favorite thing on the chain’s menu. That revelation then touched off a “multi-stage, iterative” series of experiments to develop the new flavors and fine-tune the recipes.

“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,” Hope Bagozzi, Tim Hortons’ chief marketing officer, said in a statement.

Was the recipe-development process anything like the one that’s depicted in a cute new ad to introduce the new Bieber-approved Timbits? Who can say?

In the ad, the Biebs, who proclaims himself to be “obsessed” with Tim Hortons, proposes first apple banana and then apricot latte TimBiebs, but quickly throws cold water on both concepts, dismissing the latter as “weird.”

“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,” Bagozzi said. “We’re really looking forward to what’s next.”

Perhaps those “weird” apricot banana Timbiebs? Never say never.

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