Shana

Shana is an Iranian food brand established in 1973, with its development closely associated with fruit processing and preserves. Over time, jam became the principal category around which the Shana identity was built, and it remains the central part of the brand's portfolio today.

The brand has expanded its jam and marmalade range through both flavor and packaging innovation. Its current portfolio includes around 20 flavors in household, single-serve and foodservice formats, enabling the products to serve different consumption occasions and commercial channels.

Shana's portfolio is also gradually expanding beyond preserves. Honey remains part of the current offering, while a new canned-food range has recently been introduced, extending the business into adjacent processed-food categories.

International market development has remained part of the company's activities. Shana participated in Gulfood 2026, where it was presented as an Iranian manufacturer and exporter of jams and marmalades with more than five decades of industry experience.

From Foodex Iran's perspective, Shana offers an interesting example of a heritage food brand that has maintained a clear core category over several decades. Long-term specialization in jam may contribute to accumulated product knowledge and strong category association, while expansion into adjacent categories introduces new opportunities as well as greater portfolio complexity. The ability to preserve a clear brand identity while extending packaging formats, foodservice applications, distribution and export activity may therefore be an important factor in the brand's continued development.