(Courtesy of Manischewitz) 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.

The company will also release Manischewitz merchandise that features “Yiddishisms,” reflecting the brand’s heritage, which will be available at www.manischewitz.com.

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. Some new products include first-ever frozen Manischewitz gluten-free and kosher for Passover Frozen Knishes, Manischewitz Frozen Gluten Free Matzo Balls, Manischewitz Grape Seed Oil in bottle and spray can, Manischewitz Mezonos Cookies, as well as new branding on traditional products.

“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 relevance with a younger Jewish audience as well as our mainstream culturally curious audience, we have refreshed our brand with an exciting new look and feel on our current and new product offerings,” she added.

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.

“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,” concluded Seidman. “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.”