The company, originally founded in Bariloche, Argentina, combines locally sourced raspberries with high-quality chocolate. Caterina Dalto, growth marketing manager at Franuí, explains the brand was established in 2013 by Diego Fenoglio, who drew on his family’s deep heritage in chocolate-making. Fenoglio, who has Italian roots, aimed to innovate by creating a product using raspberries grown in his backyard in Patagonia.
Product differentiation and quality focus
According to the company, what sets Franuí apart from other snacks in the market is its commitment to quality. Dalto emphasizes that the brand's focus on craftsmanship and taste is the cornerstone of its success. “Franuí is meticulous about product quality, from chocolate selection to ensuring the raspberries are perfectly matched,” she says. The company claims that only products meeting its rigorous standards make it to market, believing this focus on excellence is why consumers choose Franuí over competitors.
The chocolate-covered raspberries are marketed as offering a premium treat, and the company believes its unique blend of flavours, rooted in the traditions of chocolate-making, gives it a competitive edge in the snack industry.
UK market opportunity
Franuí’s expansion into the UK is part of a broader international strategy. The company sees significant potential in the UK market, particularly due to its diverse consumer base, which it says values high-quality, indulgent snacks. Dalto states that the UK is an ideal market for the brand’s next phase of growth. “The UK offers a fantastic opportunity to reach new consumers,” she says, highlighting that the company’s focus is on forging valuable partnerships and establishing a solid footprint in the region.
The decision to enter London came after careful planning, according to the company. Franuí chose Zapp, a fast delivery service, as its partner to cater to London’s on-demand consumer culture. The company says that Zapp’s extensive network allows it to maintain product accessibility while ensuring the integrity of the brand's premium image. “Zapp was a natural fit for us, given their focus on fast, reliable delivery,” Dalto explains.
Commitment to sustainability
Franuí places strong emphasis on sustainability and ethical sourcing, according to the company’s statements. It claims that its raspberries are sourced from family-run plantations, which practice sustainable farming techniques aimed at reducing pesticide use and preserving the environment. The company says it prioritizes minimizing its environmental impact while maintaining the quality of its fruit. Dalto adds that the cacao used in Franuí's products is sourced from suppliers committed to regenerative agriculture, which focuses on improving soil health and capturing carbon, aligning with the brand’s sustainability goals.
The company believes its commitment to ethical practices is reflected in its choice of suppliers, who hold certifications such as IFS, HACCP, GLOBAL GAP, BRC, and ECOCERT, among others. These certifications, according to Franuí, ensure that the brand’s production processes meet international standards for food safety, sustainability, and ethical labour.
Social media strategy and UK rollout
Franuí credits much of its recent international success to its social media and influencer-driven campaigns. According to the company, these efforts have been instrumental in raising brand awareness and engaging younger consumers. Dalto explains that Franuí has had viral success in Paris, largely thanks to influencer marketing on platforms like TikTok and Instagram. “We are confident that the same approach will generate excitement in the UK,” Dalto says, adding that Franuí has partnered with a specialist food marketing agency to replicate this strategy in London.
Franuí believes that social media will continue to play a key role in its UK expansion, allowing the brand to build recognition and reach new audiences through digital platforms.
Looking ahead: New products and expansion plans
The company plans to launch new product variations in 2025, including Franuí Pink, a recent release in Argentina that will soon be available internationally. Dalto notes that innovation is at the heart of the brand’s growth strategy, with plans to introduce additional fruits and chocolate combinations as part of its ongoing product development.
Franuí positions itself as a premium offering that balances indulgence with the growing demand for health-conscious products. According to Dalto, the brand uses no preservatives and relies on 100% real fruit and chocolate, allowing it to align with trends toward natural and minimally processed foods. “Many nutritionists view Franuí as a treat that can be enjoyed without compromising a balanced diet,” Dalto adds.
Future retail partnerships
As Franuí continues its international expansion, the company says it is looking for retail partners who share its commitment to quality. Dalto explains that Franuí seeks retailers who understand the importance of premium products and are capable of offering an exceptional in-store experience to customers. The company says it values partners who can help communicate the brand’s story and heritage, ensuring that consumers understand the craftsmanship behind the product.
Franuí’s long-term goal is to become a global brand, with ambitions to be present in 80 markets by 2030. The company sees its expansion as a way to bring a “taste of Patagonia” to consumers worldwide, while maintaining its focus on quality and sustainability.
In summary, Franuí’s entry into the UK market reflects its broader global ambitions. The company claims that its focus on quality, sustainability, and strategic partnerships will allow it to compete in the competitive snack market while maintaining the premium positioning that has defined its brand thus far.
