Manischewitz, a 136-year-old company renowned for its products in American Jewish households, has undergone a significant rebranding effort that introduces a fresh approach to its offerings. The company, owned by Kayco, embarked on this transformation to revitalize its lineup and expand its reach beyond Passover. The rebranding encompasses a range of changes, including new products, packaging, and a revamped brand identity.
During a tasting session at the company’s headquarters in Bayonne, N.J., the team at Manischewitz realized that something was amiss with their chicken soup. Despite their efforts, the soup failed to capture the essence of the traditional Friday night chicken soup they remembered from their grandparents. Shani Seidman, the chief marketing officer for Kayco, explained that the company aimed to improve and innovate by going back to the roots of their recipes rather than adding extraneous elements.
The rebranding of Manischewitz extends far beyond chicken soup. The company now offers a diverse array of products, including grapeseed oil, gluten-free knishes, and frozen matzo balls. In a move away from traditional cans, Manischewitz now uses resealable bags for its products. The brand identity has also undergone a significant overhaul, featuring a vibrant color palette dominated by the company’s signature orange, which reflects the appearance of its matzo ball soup. Additionally, the new brand identity incorporates a custom typeface with Hebrew-inspired details, Yiddish expressions, and whimsical doodled characters reminiscent of vintage Jewish cookbooks and prayer books from the 1950s. These elements are designed to create an inclusive and inviting atmosphere for consumers.
The rebranding of Manischewitz is not solely targeted at “culturally curious” gourmands; it also aims to appeal to millennials who are becoming hosts themselves. The company wants to provide the next generation of consumers with wholesome foods they can be proud to serve. However, the challenge lies in striking a balance between preserving the brand’s legacy and refreshing its image. Even the company’s top executives acknowledge that Manischewitz had become somewhat outdated.
Amanda Dell, the vice president of programs and communications at the Jewish Food Society, believes that the rebranding has the potential to instill a renewed sense of pride in Jewish food, as many Jews connect with their cultural identity through the meals they share with their families.
Manischewitz, founded in 1888 by Rabbi Dov Behr Manischewitz, started as a small matzo bakery in Cincinnati and eventually grew into a large-scale operation. By 1990, the company controlled 80 percent of the matzo market in the United States. Kayco, a prominent kosher food distributor in the United States that owns brands like Sabra, Fox’s U-Bet, and Kedem, acquired Manischewitz in 2019, signifying a significant milestone in the kosher world.
To execute the rebranding, Manischewitz enlisted the services of Jones Knowles Ritchie (JKR), a renowned branding agency that has worked with other legacy companies such as Dunkin’ and Budweiser. JKR conducted focus groups, consulted culinary experts, and delved into the Manischewitz archives to inform the redesign process. They decided to embrace and enhance the brand’s longstanding orange color, which has been a prominent feature of Manischewitz’s packaging for decades. Phonetic spellings were added to the packaging to make it more accessible to new consumers. The rebranding also introduced a series of illustrated characters, including a family gathered around a dinner table and a figure hugging a cup of soup, reminiscent of illustrations from The New Yorker. These characters have been featured on billboards in New York City and digital screens in the subway system.
Prominent figures in the Jewish culinary world, such as cookbook author Jake Cohen, have praised Manischewitz’s new look, noting that it aligns better with the aesthetic of modern grocery stores. The company acknowledges that kosher food as a category has experienced a decline, while consumers have shown increasing interest in diverse culinary experiences. However, the rebranding aims to maintain the essence of the brand and its traditions, with core recipes remaining unchanged. Manischewitz also plans to extend its reach beyond Passover, emphasizing that it is not just a kosher brand but a Jewish food brand suitable for year-round enjoyment by anyone. The company envisions its products being served at various occasions, such as Super Bowl parties featuring franks and blanks (beef-based pigs in a blanket), or brunches with babka and frozen challah.
Manischewitz will introduce a new line of soups, including chicken, tomato, and vegetable flavors, before the fall Jewish holidays. These soups will be produced in a new factory in Israel, where the company also manufactures its matzo.
Manischewitz’s rebranding signifies a shift toward embracing both tradition and innovation. By appealing to a new generation of consumers while preserving its legacy, the company aims to establishitself as a modern and inclusive Jewish food brand.
Source: The New York Times
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