The Landau paradigm of phase transitions states that any continuous (second order) phase transition is a symmetry breaking transition. Originally this was formulated for symmetries that form groups, e.g. the critical Ising model is the transition between the $\mathbb{Z}_2$ symmetric and spontaneously broken phases. In recent years a new class of symmetries, called categorical or non-invertible, have emerged in quantum systems -- with impact ranging from high energy and condensed matter physics to mathematics, and quantum computing. I will explain how these symmetries generalize the Landau paradigm and how new phases and phase transitions are predicted, which have potential future experimental implementations in cold atom systems.