April 11, 2016

Manischewitz in Strategic Decision to Team up With Welch’s

Newark NJ…Matzoh and Grape Juice are natural partners, especially on Passover when eating Matzoh and drinking four cups of wine are centerpieces of the Seder. Despite Manischewitz’s expansion into many product lines over the past few years, it did not include grape juice. That changed in the past few weeks when the iconic kosher brand teamed up with Welch’s, a national leading producer of grape juice to launch a co-branded 100% juice product with no artificial ingredients, flavors, preservatives or sulfites. “Manischewitz and Welch’s are clearly focused on product quality and the Welch’s - Manischewitz Grape Juice launch reinforces our ability to bring to market a delicious and wholesome product,” says David Sugarman, President and CEO of The Manischewitz Company. “With Welch’s expertise in Grape Juice combined with Manischewitz leadership in kosher, we are thrilled to offer consumers a quality product from two well respected brands.”

Manischewitz is hoping that its co-branded grape juice will cut into the grip that Kedem has had for years in the kosher grape juice market. Its initial marketing focused on the quality of the product as well as its kosher supervision that includes the Orthodox Union (OU), which also certified competitor Kedem. In the well-known Pomegranate supermarket in Brooklyn, the product was tasted by many shoppers who stopped by a specially-set up tasting table. In many other stores, the new grape juice was positioned in end caps or on the Passover shelves.  Welch’s officials told Kosher Today that they put a great deal of hope in the joint venture. The company had many years ago attempted to launch a kosher brand of its own but is now hoping for success thanks to its partnership with Manischewitz.  “This product gives us the chance to bring a nutritious alternative to consumers who have only had one option for Grape Juice that’s Kosher for Passover,” says Ike Kim, Senior Brand Manager for Welch’s. “We’re excited to bring consumers our expertise in delivering a unique and delicious Concord Grape taste.”