Probiotics and personalization
At Coca-Cola Venturing and Emerging Brands, meanwhile, Matthew Mitchell said he is keeping a close eye on the water category, but is also interested in probiotics, and personalization, where we have "only just scratched the surface of where we can go."
As the success of sites such as ancestry.com and the growth of personalized nutrition companies testifies, consumers are fascinated by the secrets locked within their microbiome or DNA, he said. And this, coupled with Millennials' desire for greater customization, presents huge untapped opportunities.