For nearly 20 years, Canadians have expressed a desire for Tim Hortons to bring back the dutchie, a sweet, square-shaped treat with raisins. Originally on the menu when the brand was founded in 1964, the dutchie disappeared from the lineup in the early 2000s, only to make a brief return in 2017 for Canada’s 150th anniversary. On Jan. 10, 2024, the dutchie will return to Tim Hortons, and president Axel Schwan expects customers to be delighted that the company listened to their requests. “It’s always about listening well,” he commented this month during an event in Tim Hortons’ Toronto test kitchen.
Preparations for the dutchie’s return are part of a broader menu shakeup set to mark Tim Hortons’ 60th anniversary on May 17. The milestone year will feature a celebration of original menu items from when the first Tims opened in Hamilton, Ont. Tims plans to reintroduce four retro doughnuts for a limited time, along with other secret products.
Returning a classic is no simple task. Although Tim Hortons strives to keep its recipes consistent, the brand has made a commitment to remove artificial colors, flavors, and preservatives from its menu by early 2022. The company has worked hard to recreate the dutchie’s original recipe and made significant changes to its ingredients to ensure the treat lives up to how customers remember it.
Tim Hortons’ rigorous process for product development involves market research, customer feedback, and countless tastings in the company’s test kitchen. New products in commemoration of Tim Hortons’ anniversary include omelette bites, sweet chili chicken wraps and bowls, all of which have been meticulously developed and taste-tested.
Many of the anniversary products will be packaged with a distinct red and white color scheme and “60 years of keeping it fresh” branding. The iconic Timbit boxes will also receive a redesign, showcasing the famous doughnut holes in party hats. Tim Hortons has also created a hockey-themed ad campaign and an anniversary-themed Roll up to Win contest to coincide with the celebration. Chief marketing officer Hope Bagozzi acknowledges the pressure of meeting high expectations for the anniversary line-up. “We would never want to disappoint,” she said. “We like to be really sure when we’re going to do something; it’s going to be awesome and that it’s going to just raise the bar on people’s expectations for us.”