Earlier this week, the iconic 130-year-old Jewish food brand Manischewitz ® launched something unexpected: a full-blown Deli on Wheels. Serving up matzo ball soup, knishes, Jake Retzlaff’s limited-edition matzo boxes, and more, the truck will travel to ShopRite locations across NY and NJ starting March 27th.
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Manischewitz®,the iconic food brand with over 130 years of heritage, is hitting the road with its first-ever Manischewitz Deli on Wheels—a mobile Jewish deli serving authentic, classic Jewish cuisine year-round. This innovative food truck will bring both traditional and modern Jewish flavors directly to consumers. And, it ensures that beloved comfort foods remain accessible beyond the holiday season.
Starting March 27th just ahead of Passover, the Manischewitz Deli on Wheels will debut at high-traffic ShopRite locations in New York and New Jersey. The food truck will be offering shoppers free samples of both new product innovations and beloved holiday staples. The food truck will pause during Passover, from April 12 to April 20. Afterwards it will resume its travels as a full-fledged mobile restaurant with menu items available for purchase. The schedule with the visits running between 11a.m. and 3 p.m., will be updated throughout the year, So follow the Deli on Wheels here .
Passover & Beyond: What’s on the Menu?
The Manischewitz Deli on Wheels will serve an array of Jewish deli classics throughout the year, including:
- All-Beef Hot Dogs
- Knishes
- Matzo Ball Soup
- Babka
- Rugelach
- Hors d’Oeuvres
- Jake Retzlaff Special Edition Matzo Boxes ( Limited run)
Leading up to Passover, shoppers can also enjoy seasonal favorites such as:
- Macaroons
- Kosher for Passover All-Beef Hot Dogs
- Gluten-Free Knishes
A New Era for Jewish Cuisine on the Go
“The debut of the first-ever Manischewitz Deli on Wheels is an exciting and bold endeavor,” says Shani Seidman, CMO of Kayco Kosher, the parent company of Manischewitz. “This food truck is a key part of our rebranding efforts, inviting culturally curious consumers to experience and enjoy the richness of Jewish cuisine.”
More than just a food truck, the Manischewitz Deli on Wheels will serve as a hub for special events, product activations, and exclusive Manischewitz swag. As the brand continues to evolve, this initiative offers consumers a fresh, modern way to engage with Jewish food culture beyond the supermarket aisle.
“This food truck strengthens our connection with loyal customers while expanding our cultural relevance to a younger Jewish audience and mainstream consumers eager to explore new flavors,” adds Seidman. “With our refreshed brand, bold new look, and expanded product lineup, we’re officially hitting the road!”
Rooted in Jewish tradition yet redefining kosher cuisine, Manischewitz invites everyone to “Savor Our Tradition”and experience the richness of Jewish heritage in a whole new way.
About Manischewitz
The Manischewitz story began in 1888 with a simple box of matzo. Today, the brand continues its legacy while evolving to meet the modern tastes and dietary needs of today’s consumers. This rebrand is more than just a new look—it’s a renewed commitment to quality, tradition, and inclusivity.
Now part of Kayco, a New Jersey-based family-owned leader in kosher products, Manischewitz continues to innovate while honoring its rich history.
For more details and recipes, visit the website.
Follow @manischewitzco on Instagram for updates.
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