Anecoop is further strengthening its innovation and differentiation strategy with the incorporation of the Orange Sunglow variety, which begins commercialisation after confirming strong market interest during last season’s trials.
The Bouquet family expands with this new reference, designed to add diversity, enhance the consumption experience and increase shelf appeal with a product that is instantly recognisable thanks to its colour and differentiated profile.
At the same time, Anecoop continues evolving its portfolio with the expansion of its “ultra-firm” watermelon range aimed at fresh cut applications (ready-to-eat formats), a segment that offers greater consistency and improved performance for cutting and preparation.
Volume: 120,000 tonnes
The 2026 campaign begins with strong demand and initial marketing forecasts of around 120,000 tonnes.
Early harvests are characterised by medium and small sizes, with particularly outstanding quality and flavour.
The production calendar maintains its usual sequence: starting in April and moving through the main growing areas before finishing between August and September in Ciudad Real.
Anecoop approaches this campaign with a planting level very similar to the previous season, within a context marked by reduced acreage in Spain following the results of July and August 2025.
According to category commercial manager Ángel Cebriá Palabrasa, “this is a positive indicator because it confirms growers’ confidence in a programme that has been consolidated and continuously evolving since the 1990s.”
A leading and increasingly complete range
Bouquet watermelon is supported by one of the most complete offers on the market, now reinforced with orange flesh and the expansion of ultra-firm references for fresh cut.
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These are complemented by red-fleshed striped watermelon (standard or mini), yellow-fleshed watermelon and red-fleshed dark green-black watermelon, available in both conventional production and organic under the Bio Bouquet label.
In market terms, Spain remains the main destination, accounting for approximately one third of total volume, followed by France, Germany and Eastern European countries.
“Good for you, good for rural life”
The 2026 promotional campaign will have a budget exceeding €600,000 and will be developed in Spain, France and the Czech Republic, key markets alongside Germany.
The strategy maintains a multichannel approach, combining traditional and digital media, with an increasing focus on social networks due to their ability to connect with consumers who use them as their main source of information.
In Spain, the “Servings of Life for the Countryside” campaign is being renewed as the core communication axis, reinforcing the claim “Everything in its own time”, a message that highlights the seasonality of Bouquet watermelons, which reach the market from the beginning of spring.
With this campaign, Anecoop reinforces its positioning: a 100% Spanish watermelon focused on quality and flavour, with a roadmap combining varietal innovation — led by Orange Sunglow as the flagship novelty — and the promotion of solutions adapted to new consumption habits, especially within fresh cut.
