It’s not your bubbie and zaydie’s Manischewitz anymore.
Manischewitz, the iconic kosher brand for more than 130 years, recently announced a major rebranding of its product line and new products. The rebranding comes just in time for the Passover season, which this year begins Monday night, Apr. 22, and culminates on Tuesday evening, Apr. 30.
Founded in Cincinnati in 1888 and now headquartered in Bayonne, New Jersey, Manischewitz will display the rebranded new graphics and colors across all of its products, which will be promoted on the Manischewitz website, in store displays and on social media.
All elements will launch at the end of this month and run through April to precede the Passover festival season. There will also be Manischewitz merchandise featuring ‘Yiddishisms” reflecting the brand’s heritage.
Products include the new gluten-free and kosher-for-Passover frozen knishes, frozen gluten-free matzo balls and Mezonos cookies, as well as such traditional products as matzo, matzo meal, gefilte fish and matzo ball soup.
“Manischewitz is well-known amongst our loyal consumers who buy the brand day in, day out,” said Shani Seidman, chief marketing officer of Kayco, the parent company for Manischewitz. “In an effort to update the cultural relevancy with a younger Jewish audience as well as mainstream culturally curious audience, we have refreshed our brand with an exciting new look and feel on our current and new product offerings. …
“Manischewitz is not just about food,” she said. “It is about stories, heritage and a sense of belonging. Through this rebranding, we aim to capture the hearts of the culturally curious and kosher-keeping alike, offering a taste of Jewish tradition that is accessible to all. Inspired by the inclusivity seen in brands with other cuisines, Manischewitz seeks to become the emblematic gateway to Jewish culture, one delicious product at a time.”
As the old commercial used to go, Man-Oh-Manischewitz!
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