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Franuí co-founder: 'We relied heavily on instinct and gut feeling for global expansion'
🇦🇷 Argentina /Economy & Trade

Franuí co-founder: 'We relied heavily on instinct and gut feeling for global expansion'

From La Nación · () Spanish

Translated from Spanish, summarized and contextualized by DistantNews.

At a glance

In-depth Named sources Context piece
  • Franuí, an Argentine chocolate-covered ice cream snack, is expanding globally, aiming for 190 countries.
  • Co-founder Leticia Fenoglio credits intuition and adaptability, not just market studies, for the company's international success.
  • The company overcame challenges in explaining and marketing the unique product, especially during the pandemic, by focusing on its distinct

Franuí, the Argentine chocolate-covered ice cream snack, is charting an ambitious course for global domination, with plans to reach 190 countries. Co-founder Leticia Fenoglio emphasizes that the company's international expansion wasn't solely guided by market research. "There was a lot of instinct and a lot of gut feeling," she stated, highlighting the importance of adaptability.

The journey to introduce Franuí to the world was far from smooth. Initially, the product struggled to find its category among international buyers, with some mistaking it for ice cream and others for chocolate. This led the company to define Franuí as a "sweet snack" suitable for any time of day.

There was a lot of instinct and a lot of gut feeling.

— Leticia FenoglioCo-founder of Franuí, explaining the company's international growth strategy.

Fenoglio recounted the difficulties of introducing the product during the pandemic, when virtual meetings hindered the crucial step of offering tastings. "I realized that if you don't try it, you don't understand it," she said. The return of international trade fairs in 2022 finally allowed for more effective product demonstrations, paving the way for wider acceptance.

I realized that if you don't try it, you don't understand it.

— Leticia FenoglioDescribing the challenge of introducing Franuí to international buyers without tastings.
DistantNews Editorial

Originally published by La Nación in Spanish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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