“What’s an ounce? When did Tim go American in Canada? FYI its milliliters.”

That’s the first comment on Toronto Life‘s web piece noting that Canada’s homebrewed Tim Hortons chain of coffee shops will introduce a 24-ounce extra large coffee on Monday, January 23rd. The new mega-size bests the Starbucks Venti by a full 4 ounces. In addition, Tim Hortons is sliding all of its size names to accommodate its new extra large. The gloves are off. [more]

Tim Hortons’ former “small” size will now be an “extra small” or, in American terms, “the coffee no American would ever order.” Hortons insists though that this 8 ounce size remains very popular. For the record, that 24 ounces is 710 milliliters.

Tim Hortons has been quick to point out that one result of the size switch is more coffee for the same amount of money. Customers who are used to ordering a large will now get what used to be an extra large for the old large price, offering more java for the buck.

The move comes on the heels of Tim Hortons recent aggressive NHL sponsorship as the brand attempts to fend off McDonald’s McCafe push in the Great White North.

Meanwhile, Dunkin’ Donuts said, “Snooze. We’ve been offering an extra large 24-ounce coffee forever. Wake us when these chumps bring out the big guns.”

Starbucks/Horton graphic via Toronto Life.