Manischewitz, the leading kosher brand for over 130 years, announces a major 'rebrand' with a bold fresh look and feel across the product line and new products, just in time for the 2024 Passover Season which begins April 22 and culminates April 30. 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 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.  

The new products set to debut at Passover and beyond will reflect this new ethos, supporting the brand's commitment to its core values while inviting a broader audience to explore the cultural richness of Jewish cuisine. Manischewitz is set to make the kosher aisle a destination for everyone, regardless of their background or dietary practices. 

They include the brand’s first frozen products: gluten-free and Kosher for Passover Frozen Knishes and Manischewitz Frozen Gluten Free Matzo Balls.

The fresh look is a result of interviews with consumers and experts and, through on-site visits to Manischewitz headquarters, delved into the historical roots of the company. This exploration highlighted the profound connection between Jewish culture, cuisine, and the importance of family and food while also addressing the societal challenge of defining Jewish food in a contemporary context.

"Manischewitz is well-known amongst our 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, we have refreshed our brand with an exciting new look and feel on our current and new product offerings.”

With a legacy deeply rooted in Jewish tradition, Manischewitz is embarking on a journey to transcend the kosher aisle, inviting everyone to "Savor Our Tradition" and explore the culinary depths of Jewish heritage.

About Manischewitz 
Manischewitz journey began in 1888 with a simple box of matzo. Today, the company is proud to continue that tradition while adapting to the tastes and dietary needs of the modern consumer. This rebrand is not just a change in packaging or marketing but a renewal of our commitment to quality, tradition, and inclusivity. The Manischewitz Brand offers a diverse product line of over 30 unique product categories. The iconic brand was founded in a small bakery built to make Passover matzo in 1888 by Rabbi Dov Behr Manischewitz. Success paved the way for introducing new products like Tam Crackers, Chicken Soup, Macaroons, and Gefilte Fish. Today's Manischewitz offers Broths, Noodles, Potato Pancakes, and Matzo Balls. Manischewitz is matzo and so much more! The Manischewitz Brand is now part of New Jersey-based KAYCO, a family-owned company considered America's first name in kosher products.