IT AIN’T YOUR MOTHER’S MANISCHEWITZ NO MO’!

FROM KOSHER TODAY, JAN 30, 2012

Reinvented Manischewitz Pursues Health & Wellness Market

Newark, NJ…Paul Bensebat and Alain Bankier have used their marketing genius to reinvent the 133-year old Manischewitz. Originally known for its Matzohs and then by Americans of all backrounds for its wines (i.e. famous ad campaign of Manischewitz – Man-O-Manischewitz), the Manischewitz co-owners are banking on a drastic diversification of their product line, including health and wellness foods. Identified with a “Better for You” phrase on the packaging, the items are listed as being all-natural and an excellent source of fiber, low sodium, no MSG, sulfite-free, and no artificial preservatives or ingredients. Amongst the products in its health and wellness category are organic matzos, gluten-free cake mixes, gluten-free noodles, and sugar-free macaroons. Manischewitz has also expanded its Mediterranean and Comfort foods.

Industry sources say that the new initiatives by Manischewitz are designed to compete in a marketplace that thrives on diversification. Mssrs. Bensebat and Bankier are hoping that the strong brand recognition of Manischewitz will facilitate its reinvention program which also included new more up-to-date packaging and an effort to reach out to non-traditional consumers. Some retailers, already faced with crowded kosher shelves, are unsure about the ultimate success of the new lines, although most agreed that the items “were pretty much on target.” Other major kosher purveyors like Kedem and some of its affiliated brands have already laid claim to some of the items, which should make for an interesting competitive environment in the marketplace.