Canada’s largest coffee shop chain Tim Hortons Inc. said on Monday it is offering a new blend of dark roast coffee, in a pilot program aimed at luring customers from its competitors.

The Oakville -based company is facing a tough fight as rivals such as McDonald’s and Starbucks, known for its stronger dark roast coffees, have rapidly expanded in Canada.

Last year, Starbucks launched the lighter Blonde roast to woo customers who found the company’s coffee too strong for their liking.

Tim Hortons said for the first time in its near 50-year history it is now offering its customers a new blend of coffee in two select markets.

The company said the new blend is now available at some of its locations in Columbus, Ohio, and it will be available at some of its restaurants in London, Ont., starting Nov. 4.

Columbus is home to Tim Hortons Café & Bake Shop’s U.S. headquarters. It has also been a test market for the company’s launch of panini and lattes.

London has been a long-time Canadian test market for the company, most notably launching the Iced Cappuccino.

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