Ahead of Jewish High Holidays, Manischewitz seeks ‘whole new generation of gefilte fish eaters’

Ahead of the Jewish High Holidays, Manischewitz, the 135-year-old family-owned Jewish food company, is introducing new products and initiatives to attract younger consumers and remain relevant. The company has launched ready-to-heat-and-eat jarred tzimmes and revamped its matzah ball soup, aiming to offer convenience for those unfamiliar with traditional Jewish cooking. Talia Sabag, Manischewitz's marketing manager, stated, "We have to create a whole new generation of gefilte fish eaters."

• Manischewitz is also utilizing a food truck in New York City and a Jewish dating show on YouTube, "Manischewitz Matchmakers," to engage with a broader audience.
• The company encourages creative uses for its products, such as combining tomato rice soup with ground beef for a "sloppy man" dish.
• These efforts, including new packaging, are part of a larger rebrand to sustain the company's legacy while appealing to contemporary consumers.