Manischewitz, a 150-Year-Old Brand That’s Bridging Cultures Through Its Major Rebrand

Food does more than just fill our plates; it’s a powerful connector, uniting people in ways few other things can. It’s over meals where families come together, where friendships form, where romance blossoms, where ideas come to life, and where laughter, tears and stories are shared. For the culturally curious person, food is an opportunity to explore new flavors and traditions, acting as a universal language that speaks to shared humanity and invites everyone to explore the richness of diverse traditions.

Each cuisine tells a story of its people, and their history, offering a taste of their way of life. In this way, food becomes a catalyst for conversation and connection, creating opportunities for curiosity, respect, and appreciation. Whether exploring local cuisines or sharing a home-cooked dish, every meal allows them to connect with and celebrate the diverse and beautiful world they inhabit. And in a world where misunderstandings and prejudices often divide people, breaking bread together offers a powerful message of shared humanness through shared love of culinary creativity.

Inspired recipes embody the soul of cultural identity, encapsulating heritage, history, traditions, and values in every bite. It acts as a living testament to who they are and where they come from, weaving together the flavors and stories of their ancestors.

In a culinary tradition steeped in symbolism, where each dish, from the unleavened bread of Passover to the oil-rich latkes of Hanukkah, carries historical significance and stories of resilience. Jewish cuisine is a rich example of how food intertwines with cultural identity, history, and community. These traditional recipes passed down from generation to generation, speak to the community’s enduring values and adaptability through time.

Manischewitz, a brand deeply rooted in Jewish culture, is redefining the landscape of Jewish cuisine, inviting people of all backgrounds to ‘savor the tradition’ and ‘take a walk down the kosher aisle,’ to experience the culture, warmth, flavors, and stories that make Jewish food so special. The iconic Jewish food brand is rebranding the product line with vibrant colors, updated logo, new packaging, and new products debuting at Passover and throughout the year.  Manischewitz will showcase this vibrant new look on products, in social media, in out of home advertising, website and on merchandise.  “Manischewitz is well-known amongst loyal consumers who buy the brand day in, day out,” said Shani Seidman, CMO 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, the brand has undergone a transformation, with an exciting new look and feel on current and product offerings,” she adds.

People of all walks of life will experience the ‘Yiddishisms’ that make Jewish Life famous with such slogans and taglines appearing such as “ Great Taste Runs in The Family,”  “Live, Love, Latke,” “For Small Talk or Dinner Table Spiels,” “ Soup with Chutzpah,” “Jewish Food Has Always been our Schtick,” “ Bubby Knows Best But We Are a Close Second,” “The Soup With Balls,” and “I’m Cooking My Tuchus off” to name a few.  The brand is redefining the approachability of Jewish cuisine, promising a fun, welcoming, and openhearted culinary experience to broaden people’s cultural horizons (while also reimagining itself as a symbol of cultural exploration and good old-fashioned LOL humor!).

This brand glow up is the first major re-brand in over 20 years, and it all started with a box of matzo in a small bakery in Cincinnati 150 years ago. With the Passover Season just around the corner, there’s a palpable sense of excitement for the debut of new products set to redefine the brand’s legacy now and throughout the year. “Manischewitz’s rebranding efforts are not simply about refreshing its image, it’s an outreached hand, a bridge inviting people to explore and connect with Jewish culture through their taste buds” says Talia Sabag, Brand Manager at Manischewitz.

At the forefront of this innovative wave is the introduction of new Kosher for Passover products, including the debut into the frozen category with new products, including Frozen Matzo Balls and Gluten-Free Potato Knishes. These matzo balls maintain their fluffiness without the “Potchke” or mess. Perfect for plopping into any soup, they provide convenience without compromise, making it easy for those seeking the comfort of matzo ball soup without the fuss.  Also, who doesn’t love a good Jewish (gluten-free) Knish?

But just as Hispanic brands like Goya have successfully introduced the rich flavors of traditional Hispanic cuisine to a wider audience, Manischewitz is looking to transcend its traditional image and open the world of Jewish cuisine to everyone because they believe “Jewish food is for all.” With open arms and a welcoming embrace, just like one’s Bubby, the brand warmly invites you to come into their home, sit down, eat, and discover the joys of Jewish cuisine.

From its humble beginnings as a box of matzo in 1888 to its current family of offerings, every Manischewitz product tells a story, offering a taste of Jewish heritage and a glimpse into the vibrant world of Jewish cuisine. From the time-honored matzo ball soup to the innovative gluten-free offerings, every product reflects a commitment to tradition, authenticity, and culinary excellence. As you savor each bite, you can embark on a culinary journey that connects you to the heart and soul of Jewish culture and history.

Manischewitz is not just about food; it is about stories, heritage, and a sense of belonging. Through this rebranding, they aim to capture the hearts of the culturally curious and kosher-keeping alike, offering a taste of Jewish tradition that is accessible to all. Offering something for everyone, these products are your gateway to the diverse and flavorful world of Jewish culture. L’chaim! (To life!)