9. Reinventing categories
From snackable marshmallows to nut butter on the go, expect to see new packaging formats create new categories in 2017. Indeed, it’s more helpful to think about need states or usage occasions than narrowly defined categories, says General Mills 301 INC boss John Haugen, who says the opportunity he saw in good culture was not cottage cheese, per se, but a portable high protein organic snack that taps into demand for less processed, more nutrient-dense foods.