Manischewitz Unveils New Products and Fresh Look for Rosh Hashanah

Manischewitz®, the leading kosher brand for over 130 years, proudly unveils a bold, fresh look and exciting new products just in time for Rosh Hashanah. With a focus on bringing families and friends together, the updated product line aims to reach a broader demographic, including younger and growing families.

As the Jewish New Year approaches, Rosh Hashanah and Yom Kippur inspire heartwarming meals and lasting memories. Rosh Hashanah, synonymous with joyous family feasts, is a time to share symbolic foods that convey hopes for a prosperous year ahead. This year, join Manischewitz to celebrate a ‘Happy New New New Year’—a celebration of the New Year, New Products, and a New Look.

The stars of your holiday table will be exciting new additions from the rebranded Manischewitz line. Venture into the frozen aisle, where you’ll discover delectable treats almost as good as Bubby makes them!

 The new Manischewitz lineup includes:

- Ready-to-Eat Frozen Matzo Balls – Offering a comforting “hug in a bowl.”

- Frozen Potato Knishes – Available in both classic and mini, best served with your favorite mustard.

- Frozen Ready-to-Eat Blintzes – Available in cheese, blueberry, and potato.

- Frozen Bakery items– Including fresh-tasting Challah, Chocolate Babka, Chocolate Rugelach, and Apricot and Raspberry Hamantaschen—just like Bubby’s but without the hours of preparation. Simply warm, serve, and enjoy the homemade flavor in minutes.

Must-Have Staples for a Sweet New Year 

No Rosh Hashanah is complete without the indulgence of honey. The Manischewitz Honey Bear, priced at an SRP of $6.49, pairs perfectly with your holiday spread. Also available is Manischewitz Apple Butter at an SRP $6.49, a harmonious blend of apples and honeyed butter that complements Challah, enhances recipes, and offers a delightful alternative for apple dipping. And don’t forget to top off your meal with Manischewitz Honey Cookies—the perfect sweet ending!

Here is a delicious recipe for Tzimmes that you will want to try:

Apple Butter Glazed Tzimmes

By Micah Siva

• 3/4 cup Manischewitz Apple Butter
• 1 cup vegetable stock, such as Manischewitz Vegetable Broth
• 1 tablespoon Tuscanini Apple Cider Vinegar
• 6 dried figs, quartered
• 1 cup prunes
• 1 large sweet potato, peeled and chopped
• 1 medium apple, peeled and chopped
• 4 medium carrots, peeled and chopped

• 4 medium parsnips, peeled and chopped
• 3 tablespoons olive oil
• 1 teaspoon cinnamon
• 1 teaspoon ginger, freshly grated
• 1/4 teaspoon salt
• 1/4 cup chopped parsley
• 2 tablespoons sesame seeds

Directions

Prepare the Apple Butter Glazed Tzimmes

Combine the apple butter, vegetable stock, and vinegar in a bowl. Add the quartered figs and prunes. Soak for 20 minutes.

Preheat the oven to 350 degrees Fahrenheit.

In a large bowl, toss the sweet potato, apple, carrots, and parsnips with olive oil, cinnamon, ginger, and salt.

Add the vegetables to a 9×13 baking dish.

Pour the apple butter mixture over top.

Cover and bake for two hours or until tender.

Top with parsley and sesame seeds.

“We wish all of our consumers the sweetest holiday season,” says Shani Seidman, CMO of Kayco Kosher, the parent company of Manischewitz. “These delicious new products, along with our new look and feel, will make your New Year special, adding joy to any family celebration and enjoyment all year long.”

The rebranded Manischewitz features refreshed graphics and colors across all products, on its website, in-store displays, and social media. You can also find Manischewitz merchandise, featuring “Yiddishisms” that reflect the brand’s heritage, available on the Manischewitz website. 

The new products for Rosh Hashanah reflect this renewed ethos, supporting Manischewitz's commitment to its core values while inviting a broader audience to explore the cultural richness of Jewish cuisine. Manischewitz aims to make the kosher, and now the Frozen Kosher aisle, a destination for everyone, regardless of background or dietary practices. Manischewitz products are more than just food—they are an invitation to experience and participate in Jewish culture.

"Manischewitz is well-known among our loyal consumers, who purchase our products day in and day out,” said Seidman. “To update our cultural relevance with a younger Jewish audience, as well as a mainstream, culturally curious audience, we’ve refreshed our brand with an exciting new look and feel across our current and new product offerings for the New Year.”

With a legacy deeply rooted in Jewish tradition, Manischewitz is embarking on a journey to transcend the kosher aisle, inviting everyone to "Savor Our Tradition" and explore the culinary heritage of Jewish culture.

“Manischewitz is not just about food; it’s about stories, heritage, and a sense of belonging. Through this rebrand, we aim to capture the hearts of the culturally curious and kosher-keeping alike, offering a taste of Jewish tradition that is accessible to all,” adds Seidman.

About The Manischewitz Brand 

Manischewitz's journey began in 1888 with a simple box of matzo. Today, the company continues that tradition while adapting to the tastes and dietary needs of the modern consumer. This rebrand represents a renewal of our commitment to quality, tradition, and inclusivity.

Manischewitz offers a diverse product line spanning over 30 categories. Founded by Rabbi Dov Behr Manischewitz in a small bakery to make Passover matzo, the brand has grown to include iconic products like Tam® Crackers, Chicken Soup, Macaroons, and Gefilte Fish. Today’s Manischewitz features Broths, Noodles, Potato Pancakes, Matzo Balls, and much more. Now part of New Jersey-based Kayco, Manischewitz remains a trusted name in kosher foods.