Shani Seidman is the Chief Marketing Officer (CMO) of Kayco Kosher, the parent company of many food and beverage products, including Manischewitz, one of the most recognizable names in kosher and Jewish food. The Manischewitz journey began in 1888 with a simple box of matzo. Today, the company is proud to continue that tradition while adapting to the tastes and dietary needs of the modern consumer. This company recently updated its packaging with a a renewal of commitment to quality, tradition, and inclusivity.
Founded in 1888 by Rabbi Dov Behr Manischewitz in a small bakery dedicated to making passover matzo, the Manischewitz brand has grown into a leading kosher food company. With over 30 unique product categories, Manischewitz offers a diverse range of products, such as Tam Tam® Crackers, Chicken Soup, Macaroons, and Gefilte Fish. Today, the brand’s product line includes Broths, Noodles, Potato Pancakes, and Matzo Balls. Beyond matzo, Manischewitz has become a household name in the kosher food industry.
Manischewitz is now part of Kayco, a family-owned company based in New Jersey. Kayco is widely regarded as America’s first name in kosher products. For more information about Manischewitz’s products and recipes, visit the website.
In this interview, Shani gives insight into her position as the company’s CMO and gives more details about the various brands the company represents.
We’d love to know a little about Kayco and the brands under the umbrella.
Kayco is the largest distributor of kosher foods and beverages in the U.S., and we’re proud to bring both traditional and innovative products to families around the world. Under our umbrella, we have iconic heritage brands like Manischewitz, which has been a household name for more than 130 years, along with other leading kosher and specialty food brands such as Kedem, Gefen, and Tuscanini. Together, they represent a wide variety of products—everything from matzo and soup mixes to modern plant-based offerings—that meet the needs of today’s diverse consumers.
Can you tell us a little about the Kayco team?
Our team is truly like a family. We’re a mix of passionate food lovers, marketers, product developers, and sales professionals who are united by a mission: to make kosher food accessible, delicious, and relevant for every generation. Many of us grew up with Manischewitz and Kedem on our holiday tables, so there’s a deep personal connection to what we do. That passion drives us to create products that not only honor tradition but also keep up with evolving tastes and lifestyles.
What are some of the challenges of being the Chief Marketing Officer of such popular kosher foods?
The challenge—and the joy—is balancing tradition with innovation. Manischewitz has such a rich heritage, and generations of families have trusted our products for their most meaningful moments. At the same time, we know consumers are looking for convenience, better-for-you options, and new flavors. My role is to ensure that we respect the legacy of the brand while continuing to evolve—whether it’s introducing frozen favorites that make holiday cooking easier, or developing new recipes that meet modern tastes.
With the holidays coming soon, can you share one of your favorite easy-to-make kosher recipes and products from Manischewitz that you enjoy with your family?
Absolutely! One of my go-to holiday dishes is a Matzo Ball Soup Shortcut using Manischewitz Chicken Broth with our new Frozen Matzo Balls or using our Matzo Ball Mix. It’s quick, comforting, and tastes just like Bubbe used to make—without spending hours in the kitchen. I’ll often add fresh vegetables like carrots, celery, and dill to make it heartier, and it’s always a hit with my kids. Another favorite is our new frozen line of sweet baked goods including Challah, Rugelach and Babka—straight from the oven, crispy, golden, and ready in minutes. They’re a lifesaver during the busy holiday season. Of course everyone loves a good noodle Kugel made with Manischewitz egg noodles and an easy recipe you can find on the website and so many more great ideas.
What do you envision for the future for Manischewitz brands?
The future is about staying true to who we are while embracing how people cook and eat today. We’ll always be the go-to brand for traditional Jewish dishes, but we’re also focused on innovation—bringing new formats, healthier ingredients, and convenient solutions to families. We want to make sure Manischewitz continues to be part of every Jewish family’s holiday table while also appealing to new generations who may be discovering the brand for the first time. Manischewitz also aims to invite anyone to our table who wants to explore the joys of our heritage and delicious food.
Anything else, absolutely anything you want our readers to know.
Manischewitz is more than just a food brand—it’s about family, tradition, and the joy of coming together around the table. Whether you’re celebrating a holiday or just looking for a comforting meal on a weeknight, our products are here to help make those moments easier and more meaningful. We’re grateful to be part of so many family traditions, and we’re excited to continue sharing the flavors of Jewish heritage with the world.
Shani Seidman’s photo courtesy of Kayco Kosher
