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. Now in its third season, ONIX™, developed by GENESIS FRESH and commercialized by AMFRESH and its licensees, is available in select markets across the United Kingdom, Germany, France, Nordics and other European markets, bringing color, depth and renewed relevance to the fresh produce aisle.
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, supported by retailers committed to delivering differentiated experiences for shoppers.
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.
Consistent quality
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.
David Alba, CEO of GENESIS FRESH, shares, “ONIX™ represents a new generation of pigmented citrus. 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. 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. As a branded citrus platform, ONIX™ is helping retailers differentiate the category while providing shoppers with a recognizable cue for quality and originality.”
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.
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Patricia Sagarmínaga, Global Director of Marketing and Communications at AMFRESH Group, adds, “Our teams have pushed through a season of limited supply and adverse weather to deliver ONIX™ to market and reconnect with shoppers during the peak citrus season and reinforce citrus as a category worth rediscovering. These conditions have also accelerated retail learning, enabling the introduction of premium packaging formats that resonate strongly with UK shoppers and reinforce ONIX™’s distinctive presence. 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. From fresh snacking to baking, drinks and creative recipes, it inspires exploration. Through www.onixcitrus.com, we extend that journey with digital tools designed to help consumers experience its full potential.”
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.
