On March 24, the Manischewitz Company previewed their new Deli on Wheels at the South Street Seaport in Lower Manhattan. This orange food truck, decorated with the New York City skyline, features the taglines ‘Made for Noshing,’ ‘Simmering Since 1888’ and ‘Honk if You’re a Nosher.’ It will feature classic Jewish cuisine year-round. “This innovative food truck will bring both traditional and modern Jewish flavors directly to consumers, ensuring that beloved comfort foods remain accessible beyond the holiday season,” according to Manischewitz.
Starting March 27, the Manischewitz Deli on Wheels was stationed at “high-traffic” ShopRite locations in New York and New Jersey, offering free samples of both new product innovations and beloved holiday staples. Preceding the holiday, there will be a limited run of Jake Retzlaff Special Edition Matzah Boxes. Retzlaff is the Quarterback of the Brigham Young University Cougars football team. Also leading up to Passover, the truck will feature seasonal products including macaroons, kosher for Passover all-beef hot dogs, and gluten-free knishes. After a pause for Passover, service will resume as a full-fledged mobile restaurant with menu items for purchase. The Manischewitz Deli menu will include all-beef hot dogs, knishes, hot matzah ball soup, babka, rugelach and hors d’oeuvres.
“The debut of the first-ever Manischewitz Deli on Wheels is an exciting and bold endeavor,” said Shani Seidman, chief marketing officer of Kayco Kosher, the parent company of Manischewitz. “This food truck is a key part of our rebranding efforts, inviting culturally curious consumers to experience and enjoy the richness of Jewish cuisine.” The Manischewitz Deli on Wheels will also serve as a hub for special events, product activations, and exclusive Manischewitz swag.
This initiative is providing consumers a fresh, modern way to engage with Jewish food culture beyond the supermarket aisle. “This food truck strengthens our connection with loyal customers while expanding our cultural relevance to a younger Jewish audience and mainstream consumers eager to explore new flavors,” added Seidman. “With our refreshed brand, bold new look, and expanded product lineup, we’re officially hitting the road!”
Seidman explained that the origins of the food truck started with a tweet, “Forget about an ice cream truck. If there was a hot food truck in the winter, I would follow it anywhere.” Seidman added, “I forwarded that tweet to our CEO and I said, ‘We need to have a food truck. Can you imagine matzah ball soup in the winter?’” She described how Manischewitz recently rebranded their packaging design: “We want to innovate by offering iconic Jewish dishes in a more modern way.” Seidman noted that her favorite new product is the par-baked babka, which comes with a streusel topping. “When you put our babka in the oven for a few minutes, your whole house smells like Shabbos.”
To follow the Deli on Wheels schedule, visit: https://manischewitz.com/foodtruck/. The truck will be visiting these New Jersey ShopRite locations: Sunday, April 6 at 224 Route 4 East and Forest Ave in Paramus, Monday, April 7 at 40 Nathaniel Place in Englewood, and Tuesday, April 8 at 483 South Livingston Avenue in Livingston.
On the occasion of the truck’s debut, the Manischewitz company looked back on their story, beginning in 1888 with a simple box of matzah. “Today, the brand continues its legacy while evolving to meet the modern tastes and dietary needs of today’s consumers. This rebrand is more than just a new look, it’s a renewed commitment to quality, tradition, and inclusivity. Now part of Kayco, a New Jersey-based family-owned leader in kosher products, Manischewitz continues to innovate while honoring its rich history.”
For more details on the locations of the food truck, product information and recipes, visit www.manischewitz.com or follow @manischewitzco on Instagram.
