Getting to Know Mrs. Manischewitz
Jewish Living Delaware’s Exclusive Interview with Kayco CMO Shani Seidman
By Emma Driban, Editor
Last year, iconic Jewish food brand Manischewitz shook things up on the shelf, launching their redesigned branding in the lead up to Passover 2024. One of the masterminds behind the new look is the brand’s Chief Marketing Officer, Shani Seidman.
Seidman started working for Manischewitz in 2017 and followed the brand when, in 2019, it was bought by Kayco, a family-owned company with a multi-brand portfolio including other household Kosher names like Kedem, Gefen, Glicks, and more.
This Passover—along with a delicious, chametz-free meal—feast your eyes on Jewish Living Delaware’s exclusive interview with Shani Seidman.
- You’ve had a long career working in marketing in the food industry. What drew you to this career path?
I’ve always been passionate about food—not just as nourishment but as a cultural connector. Jewish food, in particular, plays such a vital role in tradition, bringing people together around the table. I was drawn to marketing in this space because it allows me to blend creativity with strategy while promoting products that have deep personal and communal significance. Being able to share and expand the reach of Jewish food, ensuring accessibility and innovation while preserving tradition, is incredibly fulfilling.
- The name Manischewitz has been nearly synonymous with Passover goods for 137 years. What does it mean to you to help advance such an iconic brand?
It’s an honor and a responsibility. Manischewitz is more than a brand—it’s a household name, a piece of family history, and a symbol of Jewish tradition. To be part of shaping its future means balancing respect for its legacy with the need to modernize and evolve. Our goal is to make Manischewitz the access point of Jewish culture through food—whether it’s providing the matzo for a family’s Seder or introducing a new generation to classic flavors in a fresh way. We want to ensure that Manischewitz remains the go-to brand for Jewish food, making traditions accessible and exciting for all.
- I read in an interview that you’ve been called “Mrs. Manischewitz” by some of your colleagues. How did you get that nickname?
It’s a nickname that stuck because of my deep involvement with the brand. Whether it’s marketing strategy, packaging updates, product launches, or consumer engagement, I’ve been hands-on in making sure Manischewitz continues to thrive. I think my passion for the brand and its mission is evident to everyone I work with, so the name became a fun and fitting way to acknowledge that.
- In 2024, the distinctive Manischewitz boxes underwent a redesign, now featuring a striking and colorful box. What inspired the new look?
We wanted to modernize the brand while keeping its rich heritage intact. The redesign was inspired by a blend of tradition and contemporary appeal—we maintained key elements that make Manischewitz recognizable but introduced bolder colors and a fresher aesthetic to stand out on shelves and connect with a younger audience. A major highlight of the redesign is the custom illustrations on the box, which help connect the food with the audience as they discover new products and our new packaging. These elements bring the warmth, nostalgia, and vibrancy of Jewish food to life in a way that resonates with both longtime fans and new consumers.
- Packaging redesigns can lead brands to suffer major losses, like Tropicana’s failed 2009 packaging and logo change. One year later, how have your sales been impacted by the reimagining?
We approached the redesign strategically, ensuring that it honored Manischewitz’s heritage while feeling modern. Early results have been positive—consumers have responded well to the refreshed look, and we’ve maintained strong brand recognition. We’ve also seen incremental growth with the introduction and sale of our new products. Some of our latest launches include frozen bake-off babka, rugalach, frozen rise-and-bake challah, frozen hors d’oeuvres and blintzes, and last but not least, hot dogs. These new products have been embraced by both longtime customers and new consumers looking for convenient ways to enjoy classic Jewish flavors.
- How do you manage that balancing act of retaining Manischewitz loyalists and appealing to younger consumers?
It’s about meeting both groups where they are. For our loyal consumers, we maintain the quality, taste, and traditions they trust. At the same time, we’re introducing new product innovations, refreshed branding, and engaging digital content to capture the interest of younger generations. We use storytelling and humor to reach a new audience—whether that’s through social media content, playful campaigns, or nostalgic yet modern messaging that bridges tradition and contemporary Jewish life. Social media has been a great tool for bringing the brand to life in a way that resonates across all demographics.
- What are some of your favorite Kayco products?
That’s like picking a favorite child! But a few standouts for me are:
- New Par-baked Babka: a delicious, easy-to-prepare take on a beloved classic.
- New Manischewitz Hot Dogs: an exciting addition that’s already generating buzz.
- Tuscanini Extra Virgin Olive Oil: a premium product that elevates so many dishes.
- Gefen Hot Honey: perfect for adding a kick to sweet and savory dishes.
- Heaven & Earth Brown Rice Pasta: a great alternative for those looking for wholesome, plant-based options.
- Is there anything new coming in the near future for Manischewitz or other Kayco brands?
Absolutely! We’re always working on innovations that align with modern consumer trends while staying true to our brands’ heritage. Expect to see exciting new product launches, more contemporary takes on classic favorites, and continued efforts to bring Jewish food to a broader audience. We’re also working on a big project to bring a classic Jewish dish to the masses—something we’re really excited about and can’t wait to share soon. Stay tuned—there’s a lot in store!
To learn more go to www.mansichewtiz.com and www.tuscaninifoods.com and www.kayco.com as well as the one stop shop for all things kosher including recipes, videos, shows, and more at www.kosher.com
