A rebrand and new products headline the latest launch from Manischewitz®. The company announced a bold fresh look and feel across the product line just in time for the 2024 Passover Season. The exciting, updated look was initiated with the continued goal of bringing family and friends together while reaching a broader demographic, including younger and growing families.
"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 will display the rebranded new graphics and colors across all products and will be promoted heavily on the Manischewitz website, in-store displays, and social media. According to a press release, all elements launch at the end of March and run-through April to precede and support the Passover season. There will also be Manischewitz merchandise that feature ‘Yiddishisms” reflecting the brand heritage.
The new products include gluten-free and Kosher for Passover Frozen Knishes; Frozen Gluten Free Matzo Balls; Grape Seed Oil in bottle and spray can; as well as the new branding on traditional products such as the complete line of Manischewitz Matzo; Matzo Meal; Gefilte Fish; Matzo Ball Soup; Matzo Ball Mix; Matzo Farfel; Mandlen Soup Nuts; Chocolate Covered Matzos, and more.
The fresh look is a result of interviews with consumers and experts and through on-site visits to Manischewitz headquarters. This exploration highlighted the profound connection between Jewish culture, cuisine, and the importance of family and food.
“Manischewitz is not just about food; 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,” Seidman adds.
Keep reading DMN for more new products.
