The idea of a “Manischewitz food truck” may sound odd to many New Yorkers, but this is no longer just a hypothetical. The renowned kosher food brand, which has been around since 1888, has now launched a food truck in New York City.
On a drizzly Monday morning, Manischewitz unveiled its vibrant orange food truck at South Street Seaport, offering free samples of a variety of treats. Passersby and media personnel were delighted to taste offerings such as matzah ball soup, mini knishes, and freshly baked slices of babka.
Named the Manischewitz Deli on Wheels, the truck will be traveling through both New York City and New Jersey over the next few weeks, sharing free samples of exciting new products, like pre-made frozen matzah balls and blintzes.
After Pesach, the truck will transition into a full-fledged mobile deli. It will feature a flexible menu, which will include some of Manischewitz’s best-loved classics, like the famous matzah ball soup. There will also be heartier items like a knish topped with pastrami, according to Shani Seidman, chief marketing officer of Kayco, the parent company of Manischewitz.
“Jewish food is woven into the tapestry of New York City,” Seidman said. “It makes sense that there would be a food truck that serves iconic Jewish food and dishes to New Yorkers.”
The idea for the food truck came to Seidman after seeing a tweet from a Brooklyn resident last year, suggesting that a soup truck would be a great addition to the city, especially during the brutal winters. This sparked an immediate connection in her mind to Manischewitz’s iconic matzah ball soup, which she calls the brand’s signature dish.
“That’s such a no-brainer,” she remarked. “Matzah ball soup is one of those dishes that bubbe, or grandma, makes best, right? It’s something that’s comforting.”
Manischewitz, which was once a family-owned company, became part of Kayco in 2019. Just before the previous Passover, the brand received a significant refresh, unveiling a modernized look that reimagined its classic orange logo. This rebranding was aimed at attracting a younger Jewish audience while also appealing to a broader, culturally curious crowd, as Seidman explained to JTA at the time.
One thing the Deli on Wheels won’t offer, though, is Manischewitz wine. Seidman explained that the Manischewitz wine brand is licensed to a different manufacturer, so the food and beverage sides of the company operate separately. Moreover, due to regulations in New York City, mobile food vendors are generally not allowed to serve alcohol.
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