Mandarin will be on sale in more European retailers and feature new Trick & Treat pack
Halloweena, the pumpkin-shaped mandarin developed by Genesis Fresh and grown and marketed by AMFresh, returns for its fourth season with expanded European retail distribution, new pack formats and seasonal activations supporting its next stage of growth.
The mandarin will be on sale 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.
Grown in the Andalusian region of Spain, Halloweena is an early-season mandarin combining a distinctive pumpkin-like shape and multicolored peel with naturally sweet, juicy flesh, easy peeling and very few seeds.
This year, Halloweena will be sold in a Trick & Treat pack as an alternative for traditional candy Halloween treats. Tesco will sell the mandarin in co-branded packaging with Jaffa citrus.
“Halloweena comes dressed for Halloween, courtesy of nature,” said Patricia Sagarminaga, global director of marketing & communications at AMFresh. “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.”
Luis Miguel Lavado, commercial director of AMFresh Spain, described Halloweena as a gateway to discovering more exciting citrus varieties and bringing renewed attention to the category across Europe. “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,” he said.
AMFresh said market reach, additional retail partners and new formats are creating a stronger commercial platform for the mandarin variety. 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,” said David Alba, CEO of Genesis Fresh. “Its appearance sparks curiosity, while its flavour 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.”
