Invasion of the Super Natural: During Halloween, Specialty Produce Adds Monstrous Retail Merchandising Potential

ANAHEIM, Calif. – With the fall focus on sugary loot for costumed kids, it’s easy to overlook the Halloween sales potential lurking in fall produce. Retailers will want to sink their fangs into otherworldly items from Frieda’s Branded Produce for fall displays: Rambas® rambutans along with Fire Dragons®, Honey Dragons® and Snow Dragons® dragon fruit varieties.

Like many holidays, the buzz for Halloween starts early. “Summerween” is more popular than ever with mass merchandisers, club stores and houseware retailers. While candy and décor are the first signs of Halloween, consumers are hungry for more. National Retail Federation reports that Halloween spending reached a record $13.1 billion in 2025. That’s a $1.5 billion increase from 2024. Research from Mars found that early Halloween planners are twice as likely to cook foods that are inspired by the holiday at home.

Halloween is when consumers are looking for spooky across all departments and categories, and there are many reasons to bring Halloween to produce. It strengthens consumer appeal and total store engagement. It also drives sales in the tropical category as consumers’ focus shifts to the holidays. With more than 20 years of experience in spooky foods programs, Frieda’s partners with retailers nationally to leverage the opportunity.

“Everybody loves a ‘wait, what is that?’ moment when shopping,” said Alex Jackson, VP of sales and marketing for Frieda’s. “Specialty produce delivers it. Rambas rambutans and Frieda’s dragon fruit add spooky flair to in-store displays and customer carts. They also bring festive, craveable flavor that’s healthy and fresh, activating sales beyond bags of miniature candies.”

Best-selling rambutans build beastly displays.
“Rambut” is Malay for hair, and rambutans are covered in soft red spines that curl at the tip. When piled high or spread out, Rambas create an eerie, exotic display. And when peeled, they edge out the grape for best edible eyeball. According to Circana, Frieda’s Rambas rambutan units have increased by 19.2% per store per week, year over year, outpacing all other brands.^*

Dragons are in (and out for Halloween sales).
Scaly and spiky on the outside. Sweet and refreshing on the inside. Dragon fruit looks weird enough to stop consumers in their tracks, but it’s familiar enough to be an easy sale in retail. Frieda’s introduced dragon fruit to American shoppers in the ‘70s. About 50 years later, Frieda’s is still the fastest-selling dragon fruit brand.

• Frieda’s Snow Dragons: Vivid pink skin. Ghostly white, seed-speckled flesh. Frieda’s snow dragons are a mild, refreshing highlight of fruit trays, salads and party cocktails.
• Frieda’s Honey Dragons: The sweetest of the dragon fruit has vibrant yellow skin and white flesh that sparks creativity.
• Frieda’s Fire Dragons: The sweet, slightly earthy flavor of a Fire Dragon is ideal for salsas, fruit salads, smoothies and cocktails.

Specialty produce stops shoppers.

According to Circana data from October 2025, dragon fruit contributed over $8 million in national sales during October, with rambutan contributing over $2 million. The data also showed double-digit volume sales growth compared to October 2024. Compared to September 2025 sales, dragon fruit increased 17% and rambutan increased 40%.^†

Everyone is vying for attention during the spookiest part of the year. In 2021, C+R Research surveyed 1,000 shoppers. 60% said Frieda’s products would most likely catch their eye in-store. If you’re looking for the right ingredients for hair-raising displays and high Halloween tropical produce sales, get in touch with the Frieda’s sales team. Source: Circana Total US MULO

* Rambutan: average weekly units per store selling % change vs. year ago.
^† Snow Dragon Fruit, Honey Dragon Fruit and Rambutan Segments Rolling 4 weeks ending 11-8-25 as compared to Rolling 4 weeks ending October 8, 2025.

About Frieda’s Inc.

Frieda’s Branded Produce has inspired new food experiences for friends, families, and food lovers everywhere since 1962. From kiwifruit and dragon fruit to Stokes Purple® sweet potatoes and habanero peppers, Frieda’s has introduced more than two hundred unique fruits and vegetables to the U.S. marketplace. Founded by produce industry trailblazer Dr. Frieda Rapoport Caplan, the subject of the 2015 documentary “Fear No Fruit,” the female-founded company is a subsidiary of Legacy Farms LLC, based in Anaheim, California.