Tassimo – a division of Kraft Canada – has brewed a new partnership with Tim Hortons, its second major partnership with a Canadian coffee retailer.
Owners of the single-serve coffee maker will soon be able to make a cup of joe from the iconic Canadian coffee chain in the comfort of their kitchen and with the push of a single button.
The Tim Hortons “T Disc” packs will be sold exclusively through nearly 3,000 participating locations as well as online at TimHortons.com and Tassimo.ca starting this fall.
Prices have yet to be determined.
According to Nielsen Research, the on-demand single serve category has seen triple digit growth in Canada and North America in the last year. In Canada, Tassimo has held the number-one market share position for five consecutive years.
“The category has hit a critical mass at this stage, where it makes sense for such a big player as Tim Hortons to get into the market as we are going to exceed a million brewers at home by the end of the year,” Doug Pritchard, director of marketing for beverages at Kraft.
Prtichard said it is important for Tassimo to partner with iconic brands that will continue to grow the category and drive new consumers. In May, Tassimo announced a partnership with another Canadian coffee chain: Second Cup.
When asked if he saw a potential conflict between the two brands, Pritchard said, “We see all the brands working together. They’re all different consumers and we’re excited to have all our partners on board.”
To start, Tassimo will offer the Tim Horton coffee in three skews: premium blend, decaf and latte. Packaging will have the same look and feel as the other beverages available within the portfolio, said Pritchard.
Last summer, Tassimo changed its packaging to light silver with the outline of overlapping “T Discs” in dark silver, arranged as a flower to represent the wide range of beverage options it provides.
