Own It

The rules of marketing warfare state that if you can’t own a category, create your own. If you aren’t first in the market with a new area of business, create your own. With that in mind we’ve got the world's first all vegan supermarket called Veganz. 
Created by a guy who used to work as a manager at Mercedes Benz, the store imports products from over 30 countries worldwide and has vegan versions of cheese, meats, fish, eggs, cookies and even ice cream. However it’s not only vegan foods you’ll find, but also environmentally friendly toiletries and cosmetics. It's currently pretty big across Europe and is about to hit the USA. Whether it will work or not is another thing but however the whole idea of owning a category from day one is very appetising.