Manischewitz Uses Dating Show to Attract Gen Z

Manischewitz, a 138-year-old producer of Jewish food products, is actively pursuing strategies to connect with younger consumers, particularly Generation Z, by modernizing its brand image and expanding its relevance beyond traditional holiday offerings.

The company has introduced initiatives such as a dating show titled "Manischewitz Matchmakers," a traveling food truck, and other forms of contemporary entertainment. These efforts aim to position the brand within current culture, fostering intergenerational connections while allowing younger individuals to develop personal relationships with the brand.

"We're not trying to convince Gen Z and other younger generations to experience Manischewitz the way previous generations did," said Mirit Shalvi, senior vice president at Manischewitz. "We're giving them opportunities to make Manischewitz their own, and develop a connection to a brand their grandparents also knew."

Following a brand refresh in 2024, Manischewitz has diversified its product line beyond traditional wines and crackers to include gluten-free, low-sodium, and sugar-free options. The updated packaging, modern aesthetics, and website design are part of this push to remain relevant and appealing to a younger demographic.

The strategy has shown positive results, with the brand experiencing over 12% growth since 2024. Sales of matzoh products have increased by more than 40%, primarily driven by purchases from younger consumers. Online sales in the "Fresh & Frozen" category have tripled.