Bakers Journal

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Tim Hortons launches egg white breakfast sandwich


December 21, 2011
By Bakers Journal

December 21, 2011, Oakville, ON – With a new year and new resolutions right around the corner, Canadians who are trying to eat well on-the-go will have a new option – Tim Hortons' new egg white breakfast sandwich.

Made with an egg white omelette, flavoured with cheese and onion and served with hickory smoked ham on a toasted whole grain English muffin, the new sandwich offers a convenient, protein-packed start to the day.

“We talk to our guests on a regular basis to ensure that our menu meets their needs,” said Donna Finelli, director of brand marketing for food at Tim Hortons. “We’re confident that the new egg white breakfast sandwich will be a popular addition to our morning menu as we know that many of our guests are trying to eat well on-the-go, but don’t want to compromise on taste.”

The egg white sandwich is the latest menu addition to address consumers’ desire for balanced on-the-go-options, including homestyle oatmeal, yogurt and berries, and real fruit smoothies.

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The new sandwich is made fresh to order for each guest. They are now available at Tim Hortons locations across Canada for $2.69. To start the New Year off right, the egg white breakfast sandwich will be featured at the special introductory price of $1.99 throughout January.

Tim Hortons leads the breakfast category among quick-service restaurants in Canada, serving more than 185 million breakfast sandwiches last year alone, according to market research firm The NPD Group. Two out of every three people buying breakfast at a restaurant in Canada chose Tim Hortons.

The company first introduced breakfast sandwiches in November 2006; five years later, it is the market leader with a 57 per cent share, serving more breakfast sandwiches in Canada than all of its competitors combined.