The Multi-Cultural Manischewitz

According to Los Angeles Times, non-Jews looking for healthier food options represent one of the fastest-growing sectors in the kosher market.

The country’s largest manufacturer of processed kosher foods is trying to grow by offering kosher options in line with today’s gourmet trends — flavored olive oil, wasabi horseradish sauce and whole grain noodles — as well as appealing to non-Jewish shoppers who buy kosher food because they believe it is cleaner or like the dairy-free options.
“It’s not your bubbe’s matzo and gefilte fish anymore,” said Jeremy Fingerman, president and chief executive of privately held R.A.B. Food Group of Secaucus, N.J., which acquired the Manischewitz brand in 1998.

All of Manischewitz’s factories are overseen by rabbis, who regularly inspect products, ingredients and machinery to ensure they meet all kosher specifications.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.