Action

Action is an Iranian chewing-gum brand produced by Masterfoodeh Food Industries, part of Golrang Industrial Group. The brand has a documented market presence dating back to 2017, when Action appeared among Masterfoodeh's chewing-gum brands in the international confectionery market and its caffeinated “Awake” gum was formally launched in Iran later that year. From the outset, Action has built its identity around energy, movement and product concepts designed to go beyond conventional flavour-based chewing gum.

Sugar-free chewing gum forms the core of the Action portfolio. Alongside familiar flavours such as mint and eucalyptus, the range includes concepts such as Draco and Black Hole as well as more function-led products formulated with ingredients including caffeine, B-group vitamins and ginseng. The brand's official product materials distinguish between caffeinated and caffeine-free variants, while Action has also historically extended into hot-drink powders including instant coffee, cappuccino, mocha and hot chocolate.

Action products are manufactured within Masterfoodeh's industrial network. The company established its first manufacturing facility in Eshtehard before expanding its production footprint, and in late 2018 commissioned its third production site in Nowbaran specifically for the manufacture of Action and Biodent chewing gums. This places the brand within a broader manufacturing, product-development and distribution structure operated by Masterfoodeh and Golrang Industrial Group. 

From an industry perspective, Action's more distinctive development lies in the transition from flavour-led chewing gum towards functional gum. Once ingredients such as caffeine, vitamins or ginseng become part of a gum formulation, product management involves more than taste and texture; dose, serving format and the way functional attributes are communicated all become increasingly important. The 2025 launch of a new Action Awake gum containing 50 mg of caffeine per piece reflects the continued role of this positioning within the brand's portfolio. For Action, maintaining a clear distinction between measurable product functionality and broader health claims is therefore particularly important as the range evolves.