Halloweena returns for third season

Halloweena, the pumpkin-shaped citrus variety developed by Genesis Fresh and grown and marketed by AMFresh Group, is back for its third season in select European markets.

This limited-edition citrus variety – which was nominated for a Fruit Logistica Innovation Award this year – arrives just in time for Halloween celebrations worldwide for families seeking healthier alternative to sweets. Grown in Spain, the mandarin 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.

“Halloweena is an extraordinary early variety that continues to surprise and engage consumers,” said 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.”

Alba said he expected 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. 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,” he stated.

“Halloweena embodies that spirit of creativity and imagination, blending science and nature to make healthy eating more engaging and relevant across generations.”

Patricia Sagarmínaga, global director of marketing and communications at AMFresh, commented: “Halloweena is one of those rare innovations that redefines how consumers experience fresh produce.

“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.”