Citrus falls in love again: ONIX brims with color, discovery, and shelf impact
As citrus reaches its peak seasonal window across Europe, ONIX returns to select stores with a clear message: citrus continues to evolve, inspire, and create meaningful connections with today’s consumers.
Developed by Genesis Fresh and commercialized by Amfresh and its licensees, ONYX is now in its third season and available in select markets across the United Kingdom, Germany, France, and other European markets. The fruit brings color, depth, and renewed relevance to the fresh produce aisle.
“Our ambition was to combine striking color with refined flavor, firmness, and reliable post-harvest performance so the variety delivers value across the entire chain," says David Alba, CEO of Genesis Fresh. "ONIX brings productivity, resilience, and consistent quality together in one platform, reflecting our vision for citrus that differentiates the category, supports retailers, and delights consumers."
The executive emphasizes that the brand is helping retailers differentiate the category while providing shoppers with a recognizable cue for quality and originality.
ONYX goes from newcomer to household name
Following a successful pilot in 2024, a strong commercial rollout in 2025, and international recognition with the esteemed Fruit Logistica Innovation Award, ONIX has evolved from a pioneering varietal innovation into one of Europe’s most distinctive premium citrus platforms.
This season’s availability has been secured despite challenging weather conditions in southern Spain, including periods of heavy rainfall and operational disruption. Limited volumes meant supply could not be extended to every market or lengthen the season. However, close coordination across farming, harvesting, packing, and logistics teams ensured consistent quality and a strong consumer experience where available.
The season has also accelerated retail performance. Premium packaging formats introduced in the UK have strengthened shelf presence and reinforced ONIX’s distinctive identity, helping reconnect shoppers with citrus at the heart of winter. With its distinctive bold striping, vibrant red interior, and refined flavor profile, ONIX offers consumers a truly “super natural” fruit grown in Spain. Its elegant and disruptive positioning within citrus is resonating strongly with shoppers in select markets, reflecting a growing appetite for discovery, originality, and versatility in fresh food.
Interest from the culinary world continues to grow. Chefs, mixologists, and food creators have visited Spain to explore ONIX’s distinctive color, flavor depth, and versatility, experimenting with applications ranging from fresh dishes and desserts to beverages and contemporary cocktails. Its naturally deep purple-red flesh, rich in anthocyanins, and balanced citrus profile are inspiring new ways to experience citrus.
Conquering retail
Retailers across Europe are supporting ONIX through premium formats, strong in-store execution, and seasonal storytelling, helping elevate citrus during the core winter trading period.
Retail performance indicates strong shopper engagement, with rapid rates of sale and near-total sell-through in several programs. Its dramatic shelf presence, consistent eating quality, and premium positioning are reinforcing citrus as a trade-up category.
“A true show-stopper at shelf, ONIX combines visual impact with flavor depth and consistency, encouraging repeat purchase and inviting consumers to rediscover citrus in new ways," says Patricia Sagarmínaga, Global Director of Marketing and Communications at Amfresh Group. "From fresh snacking to baking, drinks, and creative recipes, it inspires exploration.”
While availability has been more condensed this season, ONIX has continued to reinforce citrus as a vibrant and engaging category during winter’s most demanding trading period. Strong performance and shopper response highlight the variety’s ability to create value even within a shorter supply window this year.
Looking ahead, ongoing grower expansion, agronomic learning, and continued retail collaboration are expected to support increased availability and further market development. As the platform evolves, ONIX is positioned to build on its momentum, offering retailers new opportunities to differentiate, drive trade-up behavior, and bring renewed excitement to citrus in seasons to come.
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