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An iconic food brand on the middle of many Jewish households’ Passover celebrations simply bought a brand new makeover.
Manischewitz, the 136-year-old main kosher firm, has unveiled a brand new brand, packaging, and a few new merchandise.
Reportedly aiming to enchantment to a younger viewers whereas sustaining its dedication to a household and mates mentality, the rebrand options fashionable typography whereas utilizing brilliant oranges, yellows and reds to come out on store shelves.
“People have been purchasing the Manischewitz food products for generations,” Shani Seidman, CMO of Kayco, mum or dad firm of Manischewitz, informed the Jewish Journal on Wednesday. “We wanted [Manischewitz] to still look and feel familiar, and it does, but the colors and graphics are now as warm and delicious as the food we make.”
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“We hope the replace will develop the attain to a younger Jewish audience, in addition to everybody who’s interested by Jewish food,” Seidman additionally stated. “We want to invite Jews young and old and non-Jews to take a walk down the kosher aisle.”
Leading kosher food brand Manischewitz debuted a packaging and brand rebrand ahead of Passover 2024. (Manischewitz/Getty Images/Photo illustration)
Another noticeable change inside the refreshed look consists of joyful caricatures that give a singular character to every product’s packaging.
The new branding is ready to be featured on their mainstay merchandise together with matzah, matzah meal, matzah ball soup, gefilte fish, hen broth, macaroons, egg noodles and extra. Manischewitz’ new merchandise embody a grapeseed oil, gluten-free choices and freezer part gadgets.
“We are very excited about our debut into the frozen category, and this year, people can find kosher for Passover and gluten-free frozen matzah balls and frozen knishes,” Seidman informed the Journal.
TikTok creator and shopper brand analyst Nate Rosen took to the platform to voice his first impressions.
“Who wouldn’t stop and look at this in a grocery store? This is so eye-catching,” Rosen stated in his evaluation video. “Even though it feels new and fresh, it also feels really familiar. I, for one, am very excited to see other consumers find and discover this brand.”
“It’s a brand that I grew up with and have a lot of nostalgia for,” he added, “and I’m really excited to see it get this revitalization and a second life.”
The minds behind the design overhaul come from agency Jones Knowles Ritchie (JKR), which has labored with different food and beverage manufacturers like Stella Artois, Budweiser, Fanta, Hippeas, Burger King and Dunkin’ Donuts.
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“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,” JKR international govt inventive director Lisa Smith was quoted within the Jewish Journal.
“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.”
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