Who owns Tajna?
Tajna is owned by AS Holding (Bosnia and Herzegovina), which has owned the brand since 2010.[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: AS Holding — About us, AS Holding d.o.o. Last checked .
Key facts
- Current owner
- AS Holding d.o.o. Tešanj reported
- Owned since
- Owner HQ
- 🇧🇦 Bosnia and Herzegovina, Tešanj
- Origin
- 🇧🇦 Bosnia and Herzegovina
- Category
- Food › Condiments, sauces & seasonings › Spices & seasonings
- Last verified
- · 1 sources
About Tajna
Tajna is Vispak's line of pre-mixed spice blends built around specific dishes of Bosnian home cooking rather than sold as a single generic seasoning: separate packets for ćevapi and pljeskavice, goulash and paprikaš, stuffed peppers, burek, bean stew, sarma and Bosanski lonac. The idea is to let a home cook reproduce a traditional dish's seasoning without assembling ten separate spices, and the range has grown to cover roughly ten of the most-cooked meals in the region. It is one of the retail brands Vispak has carried since well before AS Group took majority control of the company in December 2010.
Ownership timeline of Tajna
- 2010 – present AS Holding [1] reported
Where Tajna sits in AS Holding
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full AS Holding ownership tree →
See the full AS Holding brand portfolio (5) →
Other brands owned by AS Holding
AS Holding controls 5 brands on Brandtree, 3 of them in food.
Also in food
- Bosanska kuhinja
- Tiru Liru (2013)
Other brands in spices & seasonings, and who owns them
The 46 brands in spices & seasonings on Brandtree belong to 31 owners. The largest is Patisen, with 5.
About the owner: AS Holding
AS Holding is a privately held company headquartered in Tešanj, Bosnia and Herzegovina, founded in 2016. Brandtree records 5 brands under its control.
AS Holding is a privately owned Bosnian conglomerate based in Jelah, part of Tešanj, formed in 2016 to consolidate under one board a group of food and trade companies its founding family had been assembling since a single retail shop opened in 1989. It now groups 17 member companies across food, trade and other divisions with more than 1,500 products and around 2,500 employees, expanding mainly by buying control of established Bosnian manufacturers — coffee roaster and food maker Vispak in 2010 and mineral water producer Oaza in 2013 among them — rather than building new brands from scratch.
🇧🇦 Tajna and other Bosnian brands
Brandtree records a controlling owner for 12 brands that began in Bosnia and Herzegovina. 1 of them (8%) are now controlled by a company headquartered in another country; Tajna is not one of them.
- Double Care — Violeta 🇧🇦
- Sarajevski kiseljak — Fortenova Group 🇭🇷
- Herbalis — Violeta 🇧🇦
- Teta Violeta — Violeta 🇧🇦
- Vesh — Violeta 🇧🇦
- Violeta — Violeta 🇧🇦
Frequently asked questions
Who is the parent company of Tajna?
The parent company of Tajna is AS Holding, a privately held company headquartered in Bosnia and Herzegovina.
Is Tajna Bosnian?
Yes. Tajna originated in Bosnia and Herzegovina and its owner, AS Holding, is also headquartered in Bosnia and Herzegovina.
Since when has AS Holding owned Tajna?
AS Holding has owned Tajna since 2010.
Is Tajna still owned by AS Holding?
Yes. As of 20 September 2026, Tajna is still owned by AS Holding. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] AS Holding — About us — AS Holding d.o.o., Official document; retrieved 20 September 2026.
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