Shiba

SHIBA is an Iranian confectionery brand specializing in jelly gummies and gelatin-based snacks, manufactured by Shiva Manufacturing Co. The company was incorporated in 1990, while the earliest verified Persian SHIBA trademark registration dates to 1992. Commercial manufacturing began in 1993 at Shiva's production site in Hashtgerd Industrial City. The origins of the business are associated with Iranian food-industry entrepreneur Hossein Alizad, with its subsequent development led by the next generation of the Alizad family.

Jelly gummies form the core of SHIBA's product portfolio. The brand has expanded into licorice, marshmallows, Angel Kiss winter confectionery, fruit soft jellies, Vitajelly and Mallowbar products. SHIBA should be distinguished from Shiva Manufacturing Co.'s other brands—including SHIBABA, Bubble Trouble and Cremona—which operate in separate product categories.

The brand's communication platform is built around the character of SHIBA as a playful space explorer, with different product categories represented through imaginary planets and adventures. This creates a recognizable narrative framework linking the brand's various snack products while maintaining a strong focus on younger consumers.

Shiva Manufacturing Co. reports international sales to markets including China, Australia, Canada and the United Arab Emirates, with overseas sales handled through its designated international sales company. These destinations are best treated as company-reported export markets rather than a complete independently verified list of current shipments.

From Foodex Iran's perspective, SHIBA has an asset that extends beyond its individual products: a recognizable character and story world. The space-explorer concept can potentially function as long-term brand IP across packaging, digital content, experiences and future product development. Preserving a clear connection between that world and SHIBA's core territory of playful chewy and gelatin-based snacks will be important as the portfolio expands.