Tim Hortons is making a nostalgic move by bringing back the beloved dutchie, a sweet treat speckled with raisins, for a limited time starting January 10. The square-shaped delicacy, absent from the menu for nearly two decades, holds a special place in Canadian hearts since the brand’s inception in 1964. Tim Hortons President Axel Schwan expressed confidence in the dutchie’s return, highlighting the importance of listening to customer feedback.
This revival is part of Tim Hortons’ extensive plans for its 60th-anniversary celebration, featuring the reintroduction of four retro doughnuts in 2024. These efforts aim to pay homage to the original menu when Tim Hortons first opened in Hamilton, Ont. Alongside the dutchie, the brand is set to launch new products such as omelette bites and sweet chili chicken wraps.
As Tim Hortons embraces its six-decade legacy, the company is introducing red and white packaging with the slogan “60 years of keeping it fresh.” Additionally, Timbit boxes will undergo a redesign, featuring Timbits in party hats, reminiscent of the treat’s debut in 1976.
To complement these initiatives, Tim Hortons will debut a hockey-themed ad, an anniversary-themed Roll up to Win contest, and other surprises. Chief Marketing Officer Hope Bagozzi acknowledged the pressure to meet high expectations, emphasizing the brand’s commitment to maintaining its beloved status by delivering quality and exceeding customer expectations.