What is Tim Hortons hoping to accomplish with Timbits cereal? Marketing experts weigh in
The Post Timbits birthday cake cereal is seen in this image. Once best known for coffee and baked goods, the offerings at Tim Hortons offerings today boast ground coffee, made-to-order sandwiches and gourmet doughnut flavours. In the latest foray beyond the brand's roots, the humble Timbit wants a home in Canadians' breakfast bowls.
That's likely the intended outcome, Soberman said, but the launch could also dilute the brand's image as a go-to for the best coffee and doughnuts in the country.In recent years the company has battled a spate of negative news as it faced off with a dissident group of franchisees that accused the chain's parent company, Restaurant Brands International, of mismanagement. Tim Hortons watched its reputation slip in the court of public opinion and its earnings stall.
The latest Timbit cereal innovation is "completely polar opposite to the last big splash they made" putting plant-based proteins on the menu. One promotes a seemingly healthier plant-based meal, while the other offers a sugary breakfast option. A Post Foods Canada statement announcing the product indicates that the company has licensed the Timbits registered trademark from Tim Hortons. Financial terms were not disclosed.
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