Manischewitz Foods Courts Broader Consumer Base With New Items

SECAUCUS, N.J. -- In a bid to attract shoppers beyond its core market, Manischewitz Foods, owned by R.A.B Food Groups, LLC here, is branching out into new product lines: Louisville, Ky,-based IMC Licensing, a full-service licensing agency specializing in consumer product brands, said yesterday it has negotiated multiple new licensing agreements to develop a range of premium-quality kosher foods for the well-known brand.

The new products, both due next month in grocery, drug, convenience, club, mass, and foodservice channels, are:
--Manischewitz Vanilla and Chocolate Flavored Non-Dairy Ice Cream and Manischewitz Cherry and Lemon Flavored Italian Ices. The licensee for these dessert products is Brooklyn-based Real Kosher Ice Cream, Inc., operating as Klein's Kosher Ice Cream, a manufacturer of Kosher dairy and nondairy desserts.
--Manischewitz Cheese Pizza. This pizza product is formulated with potato starch rather than matzo meal to adhere to stricter dietary laws, making it available for a larger audience to enjoy and available during Passover. The licensee is Brooklyn-based Real Kosher Ice Cream, Inc., operating as Klein's Kosher Ice Cream.
In the fall of 2006, the brand launched Manischewitz Seltzer. The licensee is Philadelphia-based U.S. Seltzer, a newly established carbonated beverage company.
"With kosher foods among the fastest-growing food categories, our goals are to boost sales to non-Jewish customers and break out of specific kosher supermarket aisles and sections," noted R.A.B. v.p. of marketing David Rossi. "We expect that these new products will help us achieve these goals."

"Manischewitz has an incredible history of nearly 120 years as the nation's largest manufacturer of processed Kosher food products, and these licensing efforts, as well as others in development, will continue to deepen the relationship consumers have with the Manischewitz brand," said Cara Bernosky, President of IMC Licensing.

All of the new products are kosher for Passover, as well as certified kosher by the Orthodox Jewish Congregations.

IMC Licensing also represents such CPG companies as Kraft Foods, Tabasco, and Wm. Wrigley Jr. Co.

R.A.B. additionally manufactures and markets the Rokeach, Goodman's, Asian Harvest, Season, and Guiltless Gourmet brands. Manischewitz is the United States' largest manufacturer of processed kosher food products, including matzos, noodles, crackers, cakes, cookies, soups, and processed fish products.
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