Create the 
Future

Implications - A recent revamp of the humble pretzel is seen in both sweet and savoury forms, across varying types of -- and industries related to -- food and snacking. Products that feature this ingredient benefit from its perceived rusticness as well as its familiarity.

Insight - Many familiar food items -- from turmeric to coconut -- have been revamped and repositioned as star ingredients in recent years. Those that do well in North American markets tend to have origins in other continents, invoking a sense of authenticity separate from the over-processed perception of, namely, American cuisine. This is why the pretzel, with its German origins, is such a popular choice among packaged foods and within CPG, where authenticity is most needed.