Can insights help you anticipate what consumers will crave?

  • Share

Can insights help you anticipate what consumers will crave?

When Weston Foods realized innovation was the key to growth, EY helped the company build a customer-led innovation capability to generate winning ideas.


Weston Foods, a North American bakery company, had maximized the growth the company could achieve through price competition enabled by operational speed and scale alone. Leadership recognized the need for innovative products to accelerate growth. To achieve this, they decided to invest in developing their innovation capability based on insight from the people who matter most: their consumers and customers. The question became: can insights help you anticipate what consumers will crave?


EY brought a blend of industry knowledge and business transformation experience to help Weston Foods revamp their innovation process. EY advised the company on the creation of a new innovation process that begins with customer requests and insights. This is now used across all business functions within the company and has replaced Weston Foods’ operationally-led approach for developing new products with a systematic, research-based and market-tested approach to innovation.

EY also developed a roadmap for building a new insights division to pioneer Weston Foods’ movement towards customer-centricity. Based on knowledge of leading practices, EY recommended a model that has a central insights team supported by insights from specific business units. Weston Foods has since established this insights function and is benefitting from the ability to make smarter business decisions.   

The outcome? Weston Foods has a deeper understanding of, and faster response to, changing consumer and customer trends and the processes in place to integrate them into their innovation pipeline.

Better working world

By purposefully engaging customers earlier and more often, Weston Foods can pursue innovation with strategic insights and confidence, and ultimately introduce novel products that satisfy their consumers and customers.

Outcomes described were from a specific engagement and may not be representative of your results.

EY 7 Drivers of Growth: Customer

Related content

EY - Banking for the unbanked

Banking for the unbanked

With Ininal, Bulent Tekmen has found a way of giving people without bank accounts access to financial services. Keeping customers satisfied is at the heart of the company’s growth.

EY - A recipe for growth

A recipe for growth

Drop’s smart kitchen scale and recipe app is the first in a line of connected kitchen products — and understanding how customers use it is central to Drop’s growth strategy.

EY - Advisory services page

Advisory services page

We operate as the most globally integrated firm, with one methodology, across all our geographical areas. It's a structure that enables us to mobilize our people quickly, and allocate them to projects in the right place, at the right time. Through our industry-focused approach and worldwide reach, we help clients like you manage risk, improve performance and sustain the results.

EY - How to manage and grow your best customers

How to manage and grow your best customers

Investing in customer relationships is the key to long-term, sustained profitability. In this article we explain how a customer strategy focused on optimizing the customer life cycle and customer lifetime profitability (CLP) can deliver this.