Timbits cereal a novelty, but may dilute Tim Hortons brand, experts say GlobeBusiness
Christopher Katsarov/The Globe and Mail
Building loyalty with the next generation of consumers is important for a brand with as many “fanatics” as Tim Hortons, said David Soberman, a professor at the University of Toronto’s Rotman School of Management. The company needs to corner young Canadians now to maintain its position in the market for years to come.The new product – a partnership with Post, purveyor of cereals such as Oreo O’s and Honey Maid S’mores – is geared toward a younger audience, he said.
It launched several of its soups and chili in supermarkets. It trialled Beyond Meat burgers and breakfast sandwiches, eventually dropping the burger and keeping the plant-based protein breakfast option in select locations.“Can you be all the things to all the people and still be a strong brand?” asked Bowers.
Post Foods was unable to make anyone available for an interview or answer questions via e-mail by deadline. Every category within a grocery store depends on innovation to grow sales and protect shelf space, said Braden Douglas, a founding partner of Surrey-based Crew Marketing Partners. As well, the way people eat breakfast has changed, Douglas said, with “so many alternatives” available, such as cereal bars, handy grab-and-go options and more convenient places for people to pick up their first meal of the day.
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