Franuí case study — From zero to #1 in Israel, and still the category’s most wanted.
Franuí is an Argentinian brand of chocolate-covered frozen raspberries, produced in Spain. This is how CGC Global made it the category leader in Israel and took it into Russia, under one strategic partnership rather than two distribution deals.
01 The brief
Franuí is a beloved Argentinian confection: frozen raspberries coated in two layers of chocolate, produced today at the brand’s plant in Spain. At home it is iconic. Outside Argentina, almost nobody had heard of it.
The brand’s founding family came to CGC Global with a question most distributors cannot answer honestly: could they scale Franuí into Russia and Israel, two markets with entirely different consumer codes, regulatory regimes and payment infrastructures?
Israel is saturated. Russia is sanctioned. How do you build a premium frozen brand in both, simultaneously, without compromising margins or IP?
02 What CGC did differently
Most brands hand each market to a different distributor. The owner ends up managing several relationships, the positioning drifts from market to market, and nobody is accountable for growth.
CGC Global proposed one multi-market strategic partnership instead: a single contract covering Israel and Russia, with CGC running every layer itself — supply from the brand’s plant in Spain, cold-chain logistics, registration and certification, retail execution and launch marketing.
03 Israel — the 180-day sprint
Israel has one of the most crowded frozen-dessert aisles in the world per head. Winning meant working both sides of the market at once: the premium urban chains, and the social-commerce layer of TikTok and Instagram Reels.
CGC launched with a massive national campaign, TikTok first: creators, unboxing videos and in-store activations before a single SKU reached a shelf. By the time Franuí landed in freezers, demand was already pulling it through.
04 Russia — building the infrastructure
Most Western brands cannot enter Russia today: banking restrictions, regulatory complexity and reputational risk have pushed distributors out of the market altogether. CGC Global went the other way and built the infrastructure.
From the Moscow hub we handle the whole chain: compliant product registration, cold-chain distribution into the leading retail chains, and secure collection of payments from Russian retailers back to the brand owner.
05 From contract to category leader
- Month 0 Strategic partnership signed One partnership covering Israel and Russia; supply agreed with the brand.
- Months 1–3 Israel regulatory and cold chain Import paperwork and certification, cold-chain partner chosen, first pilot listings agreed.
- Month 3 National launch in Israel A massive national campaign, TikTok first, with Reels-native creative and in-store activations.
- Months 4–6 #1 in its category in Israel Franuí becomes the best-selling frozen confectionery in Israel, and has been the most in-demand product in its category ever since.
- Months 6–12 Russia market entry Registration completed, cold chain built out, payment corridor opened, first listings live.
- Months 12–18 On the shelf in Russia Franuí is on sale in Russia on CGC’s own registration, cold-chain and payment infrastructure.
06 Outcomes
Franuí is the template. One accountable partner, one contract across markets, our own infrastructure in each, and a launch method that has already worked.
07 Why this matters for your brand
If you own a breakthrough F&B brand, product-market fit is rarely what holds you back. Execution is: every market needs its own retailers, regulators, cold-chain partners, payment corridors and agencies, and every hand-off between them is where money and momentum leak.
The CGC Global model puts all of that into one relationship: one contract, one point of accountability, one joint P&L for your growth across Russia, Israel, Asia and Europe.
If Franuí could go from zero to category leader in six months on our infrastructure, so can your brand.
