Manischewitz Enters the Frozen Latke Market
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Manischewitz, the iconic kosher food brand, has added a new item to it’s lineup: frozen potato latkes. This move signifies a strategic shift for the 136-year-old company, known for its shelf-stable kosher products, to become more accessible to the everyday shopper by expanding into the frozen food aisle.
Shani Seidman, chief marketing officer of Kayco, Manischewitz’s parent company, emphasized the move’s importance. “When you think about manischewitz over the past 130 years, it has always been associated wiht the shelf-stable kosher aisle,” she said. ”One of the strategies behind our rebrand was to become part of the grocery experience, the buying experience for the everyday shopper, which is not necessarily always in that one section of the supermarket.”
Convenience and Tradition
The rise in popularity of frozen foods makes this a timely move for Manischewitz. “Now that we have a frozen product line, it gives people an opportunity to have your favorite jewish dishes when you need them,” Seidman explained.”We offer convenience since you don’t even have to turn on a flame.You don’t have to be busy peeling, cutting and shredding potatoes. But you can still have yummy latke with no prep.”
This innovative approach reflects a long-standing tradition within the kosher food industry. hasia Diner, professor emerita of history and Hebrew and Jewish studies at New York University, observed, “Manischewitz has always had this great business strategy of using technology to provide manufactured products in a kosher fashion. They ensure kosher certification to appeal to the Jewish public, even though the foods that they sell are themselves totally American.”
“By offering frozen latkes, they are continuing a tradition that goes back to their company’s founding, as many people find frozen food to be more convenient and certainly don’t have the time to make latkes from scratch,” Diner added.
Western Kosher, a store in the Pico-Robertson neighborhood of Los Angeles, confirmed that it is stocking the frozen Manischewitz latkes, selling a box of 10 for $4.99.
Adaptable Cuisine
Diner, author of the book “Hungering for america: Italian, Irish and Jewish Foodways in the Age of Migration,” highlighted the adaptability inherent in Jewish cuisine. “There is no such thing as ‘traditional Jewish food,’ because Jewish people have always adapted the food around them,whether jews in Yemen,Jews in Morocco or 14th-century…
This Chanukah, Manischewitz is offering a new twist on a traditional treat: frozen potato latkes. The iconic Jewish food brand, known for its Manischewitz wine, hopes the convenience of ready-made latkes will appeal to modern families while staying true to Jewish culinary history.
While potato latkes are a staple of Chanukah celebrations today, historian and food writer Laura. Diner points out that potatoes weren’t introduced to Europe until the 18th century. This means that the Maccabees, the heroes of the Chanukah story, would not have enjoyed potato latkes.
Diner, author of the book “Dining In: A History of Cuisine and Culture,” notes that Jews have long adapted their food traditions using available ingredients and technology.”For centuries, Spanish Jews ate the same foods as their neighbors just in a kosher-style,” Diner explained. “Selling a frozen latke is just a continuation of this millennia-old tradition.”
Manischewitz, owned by parent company, sees its frozen latkes as a way to help families celebrate the holiday season with ease. The company offers a range of Chanukah-themed products, including pre-baked sugar cookie kits and chocolate gelt, along with its traditional potato pancake mix.
A Modern Take on Tradition
Earlier this year,Manischewitz underwent a rebranding, updating its packaging while aiming to retain its Jewish heritage. “most of the packaging is orange as we wanted a bold feel yet still have a retro color scheme that would harken back to a time when Manischewitz was very much a part of the cultural zeitgeist of the 1960s and 1970s,” explained Seidman. “You’ll also see ‘Yiddishisms’ on the back of the box, which is part of a tradition and legacy that we don’t want to let go of.”
Seidman believes yiddish is experiencing a resurgence, notably in New york. “There are words that are just like New Yorker words now,like ‘schlep’ and ‘schvitz,’ which are not just for Jewish New Yorkers but are so ingrained in the culture right now,” she said. “We wanted our brand to reflect that.”
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**Host:** Welcome back to Archyde, where we explore the stories behind the headlines. Today, we’re discussing the new frozen latkes from Manischewitz, the iconic kosher food brand. Joining us is historian and food writer, Laura Diner, author of “Dining In: A history of Cuisine and Culture.” Welcome to Archyde, Laura.
**Laura Diner:** It’s a pleasure to be here.
**Host:** Manischewitz is well known for its shelf-stable kosher products, particularly its wine. What makes this move into the frozen food aisle significant?
**Laura Diner:** It’s a engaging example of how Jewish food traditions adapt and evolve. Manischewitz has always been attuned to the needs of its consumers, using technology to make kosher practices more accessible. Just like they did with their wine and pancake mixes, frozen latkes offer a convenient way for people to enjoy a bit of tradition without spending hours in the kitchen.
**Host:** Is this idea of adaptation inherent in Jewish culinary history?
**Laura Diner:** Absolutely! Jewish food is incredibly adaptable. For centuries, Jews have incorporated local ingredients and techniques into their cuisine. We often think of potato latkes as a timeless Chanukah tradition, but potatoes weren’t even introduced to Europe until the 18th century! The Maccabees would never have enjoyed latkes with potatoes! This willingness to embrace new ingredients and methods is a core part of Jewish culinary identity.
**Host:** So, what does Manischewitz’s latest move say about the evolution of kosher food in the modern world?
**Laura Diner:** it demonstrates a keen understanding of the modern Jewish consumer. People are busy, and convenience is key. but they still crave those classic flavors and traditions. Frozen latkes bridge that gap, offering a touch of nostalgia and ease.
**host:** Manischewitz also recently underwent a rebranding, tapping into a bit of nostalgia while remaining relevant to a new generation. What do you make of that approach?
**Laura Diner:** It’s smart! They’ve retained the iconic orange color scheme while incorporating modern design elements. And their use of Yiddishisms on the packaging is clever – it’s a nod to tradition with a wink to a younger, more culturally aware audience.
**Host:** Invitations to explore the meaning of tradition and how it’s passed on through food are central to understanding cultures. Ultimately, what do you think Manischewitz’s frozen latkes represent?
**Laura Diner:** I think they represent continuity.They show how tradition isn’t static, but a living, breathing thing that can adapt and evolve with the times. And for many people, these latkes will be a way to connect with their heritage, even if they don’t have the time to make them from scratch.
