The world’s most playful mandarin is back. Halloweena™, the pumpkin-shaped citrus variety developed by GENESIS FRESH and grown and commercialized by AMFRESH Group in select European markets and with sights on new markets, returns for its third season to enchant shoppers once again with its mischievous look, juicy taste, and natural sweetness.
This limited-edition citrus variety arrives just in time for Halloween celebrations worldwide, combining fun, flavour, and freshness in every bite. This year, Halloweena™ received early recognition from the international produce industry as a Fruit Logistica Innovation Awards 2025 nominee, celebrating its originality, charm, and contribution to redefining the citrus category.
With its vibrant multicolored skin, juicy, nearly seedless pulp, and naturally sweet taste, Halloweena™ continues to win over families seeking healthier, more exciting alternatives to sweets. Grown in Spain, it is available in select M&S UK stores in both loose and packed formats, and this year debuts in Denmark through an online pilot at Nemlig.com, giving Nordic consumers a frightfully FRESH reason to snack.
“Halloweena™ is an extraordinary early variety that continues to surprise and engage consumers,” states David Alba, CEO of GENESIS FRESH. “Its success demonstrates how varietal innovation can connect deeply with consumer preferences and reignite excitement in the fresh fruit category. We expect volumes to multiply fifty-fold in the short term, as interest continues to grow among producers with early-season farms. Through expanded licensing, we are fostering greater collaboration and accelerating the introduction of premium citrus that reflects the evolving expectations of global consumers.”
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“At GENESIS FRESH, our vision is to continue spearheading the next era of citrus innovation that drives discovery, builds enduring value, and elevates the category worldwide. Halloweena™ embodies that spirit of creativity and imagination, blending science and nature to make healthy eating more engaging and relevant across generations.”
Beyond its select listings, Halloweena™ brings genuine theatre to the fruit aisle. Its vivid displays and pumpkin-like charm draw shoppers in, while activations across digital and in-store platforms create an experience that is as playful as it is refreshing. Wild, imaginative, and full of seasonal energy, Halloweena™ proves that fruit can own the spotlight during Halloween and make healthy snacking irresistibly fun.
“Halloweena™ is one of those rare innovations that redefines how consumers experience fresh produce,”
says Patricia Sagarmínaga, Global Director of Marketing and Communications at AMFRESH Group.
“It captures imagination and relevance, injecting excitement into the category and proving that fruit is as engaging, delicious, and shareable as any seasonal treat. The response has been phenomenal, with boutique volumes inspiring remarkable affection among shoppers and the industry alike. We also celebrate the passion of the breeder and his wonderful nieces, who bring the magic of Halloweena™ to life on social media and remind us that the beauty of this variety lies in its power to excite and signal the start of the citrus season. If even one in five Halloween treats were fruit, from a playful Halloweena™ to a bobbing apple or a wildly spooky persimmon, we would be sparking a truly fresh and joyful shift in how families celebrate. That is the kind of change we are proud to champion!”
As the citrus season unfolds across the Northern Hemisphere, Halloweena™ once again lights up fruit aisles and homes offering a fun, nutritious, and naturally magical alternative to traditional sweets.
