For roughly two decades, Canadians have been telling Tim Hortons somethingB次元官网网址檚 missing from the companyB次元官网网址檚 menu: The dutchie.

The sweet, square-shaped treat speckled with raisins dates back to the brandB次元官网网址檚 1964 inception but was taken off the menu in the early 2000s. It made a short-lived reappearance in 2017 for CanadaB次元官网网址檚 150th anniversary.

Come Jan. 10 though, the dutchie will return for a limited time B次元官网网址� and Tims president Axel Schwan predicts customers will be thrilled the company heard their pleas.

B次元官网网址淚tB次元官网网址檚 always about listening well,B次元官网网址� he said this month, sitting before a plate piled high with dutchies in Tim HortonsB次元官网网址� Toronto test kitchen.

B次元官网网址淗aving two big ears and one mouth is very helpful, I learned from my mom.B次元官网网址�

The dutchieB次元官网网址檚 return comes as Tims prepares to sprinkle its menu with a number of new products and old favourites to mark its 60th anniversary on May 17.

The milestone year will pay homage to some of the original treats on the menu when the first Tims opened in Hamilton, Ont.

Long before the brand begun by late Toronto Maple Leafs defenceman Tim Horton was synonymous with Canada and a staple across hockey rinks, offices and morning commutes, Tims had a more simplified menu with items like apple fritters, which are still sold today, and the dutchie.

Tims is promising four retro doughnuts will reappear for a limited time on its menu in 2024 B次元官网网址� though itB次元官网网址檚 staying tight-lipped on the other three for now. (A June poll the company ran on social media questioned whether customers would favour the blueberry fritter, chocolate 茅clair or cinnamon twist returning.)

Chief marketing officer Hope Bagozzi said the dutchieB次元官网网址檚 return as part of a menu shakeup Tims began plotting more than a year ago was a hard secret to keep.

B次元官网网址淭hereB次元官网网址檚 lots of people who have had it over the years who will remember it,B次元官网网址� Bagozzi said.

B次元官网网址淎ctually, a lot of family members of mine, who are like B次元官网网址楶lease bring it backB次元官网网址�, will be really happy.B次元官网网址�

But bringing back a classic is no easy feat.

While Tims typically keeps its recipes the same, sometimes things have to change.

The brand, for example, promised its core menu would be free of artificial colours, flavours and preservatives by the end of 2021 B次元官网网址� a commitment that wasnB次元官网网址檛 around when Tims was getting off the ground or growing into a fast-food behemoth with a presence in 19 countries.

B次元官网网址淲e take some of the opportunities to improve as well, so the recipe is the same, but the ingredients might be different,B次元官网网址� said Carolina Berti, TimsB次元官网网址� vice-president of category and innovation.

Much of the work to arrive at the right dutchie recipe for 2024 was completed in the companyB次元官网网址檚 test kitchen, a massive space with shelves brimming with sauces and industrial-grade appliances capable of crafting any beverage or food item one can imagine on a Tims menu.

ItB次元官网网址檚 there that a team of culinary experts, aided by reams of data from TimsB次元官网网址� market research and customer requests to revive an item, develop the right formulation and figure out how it could speedily be recreated for TimsB次元官网网址� almost 4,000 Canadian restaurants.

Berti estimates she tastes items being developed at least three times a week. About once a month, executives like Schwan and Bagozzi visit to sample several things at once.

The chefs, of course, do much more tasting. On top of hearing from executives, they seek feedback from focus groups peppered with questions about how the items look, taste and in the case of the dutchie, live up to their memory.

B次元官网网址淭hat was a very, very critical step in the whole journey to make sure that we donB次元官网网址檛 disappoint,B次元官网网址� said Schwan.

The same rigour will be put into other anniversary products: omelette bites in the bacon and egg white and spinach varieties, and sweet chili chicken wraps and bowls.

The omelette bites will arrive on Jan. 8. They were launched in 2019 in a bid to appease diners looking for something lighter than sandwiches for breakfast or wanting to reduce their carbohydrate intake.

The new bowls and wraps coming in February are part of TimsB次元官网网址� big push to conquer the afternoon segment of the fast food market.

B次元官网网址淲e really see a big opportunity to grow PM day parts B次元官网网址� everything around lunch, dinner and in the afternoon, espresso-based beverages and cold beverages,B次元官网网址� said Schwan, who drinks three large dark roast coffees every day and swears the companyB次元官网网址檚 Boston creme is the best B次元官网网址渙n the planet.B次元官网网址�

B次元官网网址淪o continuing our strength in the morning, plus these opportunities, that should really set us up for nice years ahead.B次元官网网址�

Many items Tims revives or introduces for its anniversary will come in red and white packaging with the B次元官网网址�60 years of keeping it freshB次元官网网址� slogan and a 60 logo made of infinity loop-like stripes to denote the brand is always in motion, Bagozzi said.

Timbit boxes will get a makeover too, featuring the famed doughnut holes in party hats along with a character made of Timbits the company debuted the treat with in 1976.

Tims will also roll out a hockey-centric ad featuring archival footage of Horton, scenes with NHL star Sidney Crosby and clips of a new generation of tots on ice.

Tims famed Roll up to Win contest will be anniversary-themed too.

Bagozzi, whose earliest Tims memories date back to visiting after dance class with her dad who would treat her to Timbits, a honey cruller or a chocolate dip doughnut, said getting the anniversary food and branding right is a lot of pressure.

B次元官网网址淲e would never want to disappoint. I think the stakes are high, expectations are high (because) weB次元官网网址檙e such a beloved brand,B次元官网网址� Bagozzi said.

B次元官网网址淲e like to be really sure that when weB次元官网网址檙e going to do something, itB次元官网网址檚 going to be awesome and that itB次元官网网址檚 going to just raise the bar on peopleB次元官网网址檚 expectations for us and that we live up to that.B次元官网网址�

READ ALSO: