Starting Monday, Tim Hortons will serve a lot more than its current list of unhealthy foods in the menu. Apparently the restaurant chain has decided to embark in the fragmented market of crushed-fruit drinks, which is in complete contrast to what it had first started serving in its nascent years.

Talking about the new venture, Marketing Director for Beverages at Tim Horton, Dave McKay, informed that an increasing number of Canadians were looking for options of healthy foods and this was the best time for the business to cash on in this trend. He added that the healthy snacks market was in its nascent stages and that the new initiative will help in making it mainstream.

Talking about the fruit smoothies industry, an Expert with the NDP group, Robert Carter, said that there are a lot of growth options available in this field. Quite a number of players like Starbucks, Cultures and Booster Juice have already launched similar products.

Carter went on to say, "One area in which smoothies are very underdeveloped is exactly that, the quick service coffee segment: players like Tim Hortons, and even (quick service) burger places". He further informed that the smoothie market in the US was much more developed, when compared to Canada.