Justin Bieber is taking his love for Tim Hortons to the next level.
The London-born pop star is teaming up with the iconic coffee chain to create “menu innovations and co-branded merchandise” inspired by Bieber’s “fanatical love” of Timmies.
“Doing a Tim Hortons collab has always been a dream of mine,” Bieber said in a statement. “I grew up on Tim Hortons and it’s always been something close to my heart.”
The Peaches singer, 27, has helped Tims cook up three new ‘Timbiebs’ flavours: chocolate white fudge, sour cream chocolate chip and birthday cake waffle. The new Timbits will be available at stores in Canada and the U.S. starting Nov. 29. A limited line of Timbiebs merchandise will also be for sale.
In an ad for the partnership, Tims-obsessed Bieber puts on his thinking cap (a hockey helmet, naturally) and brainstorms ideas for new Timbits, including apricot latte and apple-banana (both of which don’t make the cut).
Bieber first teased the partnership on Monday when he shared a photo of a Tims cup to his Instagram along with the caption, “Working on something.”
“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, chief marketing officer for Tim Hortons, said.
“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.”
The seeds of the collaboration were planted in late 2019 when Bieber ignited a debate on social media about the company’s redesigned lids.
Bieber posted a poll to his Instagram page of an old Tim Hortons cup with the question: “Who’s Canadian and misses these lids at Tim Hortons like I do?” According to his post, 70 per cent of Canadians agreed that the old Tim Hortons cups were better.
Bosses at the chain responded to Bieber, thanking him for his feedback as they insisted they were working to improve the quality of the new lids.
“Sorry you aren’t loving our new lids, but the good news is that they’re made with 100 per cent recyclable plastic,” they wrote. “We’d love to have you join our team that’s working to make them even better! DM us.”
Bieber replied, writing: “We’re making a change one lid at a time. Thanks @timhortons.”
On social media, fans called the partnership the “greatest collab in history.”
“Finally we have my dream collab between my first love (Justin) and my first coffee love (Tims) yayyy,” one person wrote.