Manischewitz Wants to Move to a Mainstream Aisle (By Stuart Elliot) From the NY Times – 07/07/06
The leading marketer of kosher foods, Manischewitz, is expanding efforts to reach mainstream shoppers with what the company is calling its first campaign aimed at the general market as well as at consumers who traditionally buy kosher products for religious reasons… …Research has found that many non-Jewish consumers perceive kosher foods, made in accordance with centuries-old dietary laws, to be purer and higher in quality than their nonkosher counterparts.
Kosher Food Becoming Chosen Food of the Unchosen People Sunday, Jan. 28 2007 Fox Business News By Michael Y. Park
The idea of kosher, in a world with so many health and product claims, is just and continues to have with consumers this idea of being cleaner, purer, better, and because of that, many consumers are looking for kosher foods and something positive, even though they don't keep kosher...‖ ...In fact, non-Jews are now the kosher-food market's fastest-growing segment, which is good news for Manischewitz and its competitors, considering that the Jewish population in the United States isn't growing.
Kosher foods catching on with non-Jews too Thursday, December 14, 2006 ס ד" The Seattle Post-Intelligencer
"It's not your bubbe's (grandmother's) matzo and gefilte fish anymore," said Jeremy Fingerman, president and chief executive officer of the privately held R.A.B. Food Group of Secaucus, N.J., which acquired the Manischewitz brand in 1998… …Non-Jews represent one of the fastest-growing sectors in the kosher market. They are looking for healthier food options, similar to growth in the organic or natural foods market. "Kosher is perceived as being cleaner, better, purer," Fingerman said, though he does not promise more healthful.