Ahead of Jewish High Holidays, Manischewitz seeks ‘whole new generation of gefilte fish eaters’
For generations, tzimmes, a traditional Ashkenazi dish of slow-cooked carrots, dried fruit, honey and spices, was the kind of Rosh Hashanah food that needed to simmer for hours in a grandmother’s kitchen. Manischewitz is betting that the next generation may prefer to get its tzimmes from a jar.Ahead of the Jewish High Holidays, the 135-year-old Jewish food company has launched ready-to-heat-and-eat tzimmes, as it looks to attract younger consumers with convenience products, a roaming food truck and even a Jewish dating show.“The innovation isn’t tzimmes. That’s been around for, gosh, hundreds of years,” Talia Sabag, Manischewitz’s marketing manager, told JNS.Instead, the company is taking foods associated with “your bubby’s bubby’s kitchen” and bringing them to consumers who may be encountering them for the first time.“People are asking me, ‘What is tzimmes?’” she told JNS. “Don’t be embarrassed. A lot of people have had that question. Our bubbies know what tzimmes…
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.
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