Manischewitz Debuts New Aesthetic Before Passover

27.03.2024 - 20:55 / forbes.com

A centenarian kosher food brand is showing off a new look this season.

Manischewitz, America’s leading kosher brand since 1888, just debuted a major rebrand in time for the Passover season, a big one for the supermarket Kosher aisle.

The new aesthetic is designed to target younger consumers and families, with bold graphics, bright colors and cheeky taglines. With Millenials and Gen Z in mind, Manischewitz is also launching merch, prominently featuring “Yiddishisms” for fans to promote the legacy brand. Think a tank that boasts “Man I Shvitz” and a Jewish food printed tote bag with “Schlep” printed in all-caps.

"Manischewitz is well-known amongst our loyal consumers who buy the brand day in, day out,” Shani Seidman, CMO of Kayco, the parent company for Manischewitz, said in a statement. “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 partnered with branding agency Jones Knowles Ritchie (JKR) to create the new look, which is super social media friendly. Think cute illustrations, bold lettering, chic color palates, a touch of nostalgia and the brand’s recognizable catch phrase, “savor the tradition.”

"Manischewitz holds a special place not only in Jewish culture, but American culture. Simply mentioning the brand immediately evokes thoughts of Jewish cuisine, although people may not have had a clear visual of what it looked like. This presented an opportunity to establish a distinct brand identity that not only extends the understanding of Jewish culture through food but also beckons the mass-market consumer base to embrace a new category that goes beyond the confines of the Jewish-food section,” said Lisa Smith, Executive Creative Director, Global at JKR. “At the same time, we wanted to respect and bring joy to Manischewitz's loyal consumer base by enhancing their brand experience across all touchpoints."

Manischewitz’s new packaging and products will hit shelves this March, in time for the start of Passover on Monday, April 22. Manischewitz Matzo, matzo meal, matzo ball mix, matzo farfel, egg noodles and more will wear new stylish boxes and wrappers, reminiscent of many DTC and Gen Z founded brands.

In addition to a new look for favorite items, Manischewitz is also debuting new products celebrating Jewish culture and cuisine. New to the freezer aisle are the brand’s first ever frozen products: new gluten-free and Kosher for Passover Frozen Knishes and frozen gluten free matzo balls. A new grapeseed oil will also be available by the bottle and in a spray can, perfect for all those Passover air fryer recipes.