For the next ten days, while everyone else is settling back into school and ushering in autumn with pumpkin spice lattes, Jewish Americans will be celebrating the “Days of Awe,” starting with Rosh Hashanah, the Jewish New Year, and ending with Yom Kippur, the holiest day of the Jewish calendar.
The Days of Awe start at sundown on Friday, September 11, followed by 10 days of somber reflection on the past year. Yom Kippur is a day of atonement and deep reflection for which Jews traditionally fast—it begins at sundown on Sunday, September 20 and finishes at the end of the next day on Monday, September 21.
And, for generations, Manischewitz has been a staple on many tables over the Jewish holidays—whether that’s their wine, crackers, or another product like macaroons. But looking ahead, the question is whether younger Jewish consumers, like Gen Zers—whose brand of Judaism is a far cry from that of their parents or grandparents—will continue that tradition.
“We’re not trying to convince Gen Z and other younger generations to experience Manischewitz the way previous generations did,” Manischewitz senior vice president Mirit Shalvi tells Fast Company. We’re giving them opportunities to make Manischewitz their own, and develop a connection to a brand their grandparents also knew. Very few brands have the ability to bridge generations that way.”
Introducing Manischewitz to a broader generation of culturally curious consumers has been a very intentional strategy for the company, particularly since its recent brand refresh in 2024.
“What is important is that we haven’t approached this as simply changing the packaging or running a campaign aimed at Gen Z,” a Manischewitz spokesperson tells Fast Company. “We’ve been looking at how a 100+-year-old heritage brand can participate in contemporary culture while still being unmistakably Manischewitz.”
Manischewitz was born in 1888, some 138 years ago, from Jewish immigrants’ need, and desire, for special kosher wine and food products, to ensure they met the necessary dietary guidelines under Jewish law once they came to America.
Years later, following a 2024 refresh, Manischewitz has moved well beyond being perceived solely as a brand consumers encounter during major Jewish holidays. And it has created more opportunities for younger consumers to engage with the brand through an array of food products beyond staples like wine, matzoh, crackers and gefilte fish, to gluten-free, low-sodium, and sugar-free options.
Its appeal to the next generation of American Jews and those interested in kosher products is, perhaps, most evident in the design of its website and products. The brighter orange color, updated font, contemporary food photography, and funny Yiddish expressions retain the visual and cultural cues associated with Manischewitz, while also showing how the tradition of having Manischewitz on the table can “be fun, contemporary and culturally relevant.”
That’s also true for its new merch (check out this culinary chutzpah apron), and updated social media and entertainment content. Its dating show, Manischewitz Matchmakers, appeals to one thing all younger Jewish adults care about: dating. It also has a traveling food truck serving hot dogs, knishes, and matzo ball soup.
“Younger consumers don’t necessarily separate food, identity, entertainment, social media and culture—they experience all of those things together,” Talia Sabag, marketing manager for Manischewitz, tells Fast Company. “That’s why our evolution has gone far beyond packaging. From a dating show and a traveling deli to an art exhibition, college programs, athlete partnerships, merchandise and new products, we’re finding new ways for people to participate in the Manischewitz brand.”
And the strategy is working: Since 2024, the brand has grown more than 12%, with Manischewitz’s core products up over 40%—driven mainly by matzo product purchases by younger consumers.
And that’s not all: Manischewitz says it also saw double-digit growth in key markets such as Florida and California, along with continued expansion online, with sales tripling since 2024 in the “Fresh & Frozen” category—reflecting strong demand from younger consumers for convenience. Those items include frozen Challah, frozen matzoh balls, and frozen rugelach—all of which are ready to go after heating.