Innovating in a very competitive and versatile fresh pastry market

Étude de cas 

In order to prepare for innovations in 2019-2020, Dawn wanted to understand how the French fresh pastry market works, the American pastry and muffin segments in particular, and identify opportunities for innovation.

le Challenge

Identify 3 high-potential innovations.

la Methodologie

Exploratory consumer groups, with a wide range of creativity in mini-teams, thanks to a “book of ingredients” prepared with the marketing team.

les résultats

3 high-potential directions identified for France, with very precise specifications for the recipes and the look of the muffins; a quantitative evaluation is underway in Europe.


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