Tim Hortons teams up with Justin Bieber to launch Timbit flavours called 'Timbiebs'

Tim Hortons has teamed up with pop superstar Justin Bieber to launch three new Timbit flavours -- called Timbiebs -- along with co-branded merchandise.

The celebrity endorsement deal marks a departure from the coffee and doughnut chain's usual lineup of professional hockey players, a marketing strategy that could help attract a different demographic.

The partnership aligns with the Canadian singer's frequent social media posts about the restaurant, which have ranged from snapshots of a holiday-themed Tims cup to complaints about a new lid.

"Doing a Tim Hortons collab has always been a dream of mine," Bieber said in a statement. "I grew up on Tim Hortons and it's always been something close to my heart."

Hope Bagozzi, chief marketing officer for Tim Hortons, said Bieber's genuine lifelong love of the brand made the collaboration authentic.