HALLOWEENA returns for its fourth season with new markets, new formats and a platform for growth
Add Fresh Fruit Portal to GoogleHALLOWEENA, the naturally pumpkin-shaped mandarin developed by GENESIS FRESH and grown and marketed by AMFRESH Group, returns for its fourth season with expanded European retail distribution, new pack formats and seasonal activations supporting its next stage of growth.
This season, HALLOWEENA reaches shoppers through M&S and Tesco in the UK, Denmark’s pure-play online grocery retailer nemlig.com, online platform Picnic in the Netherlands, and Kaufland in Germany. Its growing retail network brings the variety to more stores and online baskets, opening new opportunities for discovery and trial.
Grown in the Andalusian region of Spain, HALLOWEENA combines a distinctive pumpkin-like shape and multicolored peel with naturally sweet, juicy flesh, easy peeling and very few seeds. Arriving early in the Northern Hemisphere citrus season, it gives retailers a distinctive way to bring seasonal excitement to the fruit category.
New formats and fresh Halloween experiences
This year introduces a new HALLOWEENA Trick & Treat pack, featuring a selection of exciting, freaky fruit designed to spark curiosity and inspire sharing. From Halloween party tables to seasonal snack bowls, the format invites families and fun seekers to add natural fruit to the candy season.
At Tesco, HALLOWEENA features in co-branded packaging with Jaffa, connecting an exciting citrus variety with a heritage fruit brand. Supporting digital and in-store activations bring the seasonal story to life, encouraging shoppers to discover the fruit and make it part of their celebrations.
“HALLOWEENA comes dressed for Halloween, courtesy of nature,” says Patricia Sagarminaga, Global Director of Marketing & Communications at AMFRESH Group. “Our opportunity is to turn that natural surprise into shopper excitement. Through new formats, retail partnerships and playful activations, we are inviting families to add fruit to the candy season, inspire sharing and create fresh and healthy Halloween traditions.”
From Spanish orchards to European shoppers
The team at AMFRESH Spain works with growers and retail partners to translate interest in HALLOWEENA into seasonal retail programs, connecting production, fruit quality and presentation with shopper expectations.
“HALLOWEENA is a gateway to discovering more exciting citrus varieties and bringing renewed attention to the category across Europe,” says Luis Miguel Lavado, Commercial Director of AMFRESH Spain. “We receive inquiries from around the world, reflecting the curiosity this remarkable fruit inspires. Working closely with our growers and retail partners, our team is making every effort to bring this taste of magic from Spain to more shoppers, while building a strong foundation for future growth.”
Building the next stage of growth
Broader market reach, additional retail partners and new formats are creating a stronger commercial platform for HALLOWEENA. As new plantings mature, increased production capacity is expected to support further expansion, matching supply development with retail opportunities.
“HALLOWEENA demonstrates how varietal innovation can create new occasions for enjoying citrus,” says David Alba, CEO of GENESIS FRESH. “Its appearance sparks curiosity, while its flavor and ease of eating complete the experience. As new plantings come into production, we see significant potential to increase volumes and reach new markets, maintaining the quality and distinctive appeal that define the variety.”
Now in its fourth season, HALLOWEENA brings together citrus innovation, Spanish growing expertise and seasonal imagination to give fruit a growing place in Halloween celebrations.
A little trick. A fruity treat.
*All images courtesy Amfresh
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