Manischewitz appeals to non-Jews and millennials with new rebrand

Manischewitz, a longtime staple in American kosher homes and on the shelves of  kosher supermarkets, has changed its product designs, a plan three years in the making. It comes in time for the 2024 Passover season and bxes and cans with the new look feature bright colors and banners. A matzah-ball mix shows two cartoon characters carrying a hot bowl of soup; the not-so-subtle look is of figures carrying a particular food item and reaching out to their audience. The feeling is of a Yiddish kitsch.

In fact, there will be merchandise featuring “Yiddishisms” like “Manischewitz, soup with chutzpah,” “Bubby knows best but we are a close second” and “I’m cooking my tuchus off,” according to Kayco, the parent company of Manischewitz.

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Shani Seidman, chief marketing officer for Kayco, said in an interview in  The Washington Post, “We have authentically Jewish food, and we feel like there’s a lot of opportunity to invite everyone to come and explore the kosher aisle.”

She said kosher foods “should be a culinary destination” along the lines of “Taco Tuesdays” (anyone for “Matzah Ball Mondays?”). She envisioned the potential consumer “who doesn’t necessarily need to only buy foods that they’re used to.”