Innovating on a very versatile and cluttered market : fresh pastries

The Context

In order to prepare the 2019-2020 innovation plan, Dawn wished to understand how the French market of fresh pastries was working, and particularly for the segments of American pastries and Muffins, and identify winning innovation opportunities

The Challenge

How to identify 3 innovation routes with strong potential?

Our Approach

Exploratory focus groups, with a large creative phase in mini-groups, thanks to an “ingredients booklet” prepared with the marketing team


The Results

3 routes with strong potential have been identified for France, with very precise specifications for the recipe and look of the muffins;

A quantitative evaluation is currently being run in Europe.