Volumes are big and quality excellent in the 2024-25 California citrus crops, creating plenty of promotional possibilities for grocery retailers.

The Wonderful Halos season began in November and will go through May, before the deal transitions to summer imports, said Zak Laffite, president of Wonderful Citrus.

The quality of this season’s clementine Halos has been excellent, ensuring a smooth transition to Wonderful’s mandarin Halos.

The Wonderful Seedless Lemons season is well underway, with year-round coverage with national distribution in some of the biggest US retailers, including Whole Foods, Walmart, Trader Joes, and Kroger, Laffite said.

“The increased supply and maturing crop have provided exciting opportunities for growth within the category.”

Last but not least, Wonderful’s California navel and cara caras are on the small side, but volumes are up and quality is good, Laffite said.

Wonderful’s aggressive marketing campaigns for its Halos and Seedless Lemons have been well received by both customers and consumers, Laffite said.

On tap for 2025, Wonderful is continuing to take Hal the Halo, the Halos mascot, on various adventures in a fun TikTok video series, perfect for kids and parents alike.

It’s the brand’s largest TikTok campaign to date, with three times more media investment than last season.

Wonderful is also leveraging its online presence to increase awareness and engagement with consumers by sharing promotions, hosting giveaways and interacting with our followers across its social media channels.

Halos’ POS lineup also continues to drive strong performance in-stores, including new small-format POS displays that are enabling effective merchandising in smaller retail formats and winter holiday-themed displays that generated excitement with shoppers in December, Laffite said.

The brand’s seasonal basketball-themed displays will also return throughout the country this year.

Wonderful also has a robust marketing plan for Wonderful Seedless Lemons in 2025. The company’s new lemonade stand POS display is bringing “excitement and nostalgia to the grocery store,” Laffite said.

Wonderful is also utilizing its versatile hexagon bins with culinary-themed header cards, which are a perfect option for merchandising in the produce department or secondary locations, such as the seafood and alcohol sections.

The rotatable header cards showcase usages from seafood and cocktails to salads, hot tea, and even lemon water – which is one of the top uses for lemon purchases. These displays have a small footprint and drove +24% velocity lifts versus stores with no POS last season.