Photo credits: Food & Wine, Chutzpah, S'Noods, Little Latke, NOOISH, Orthodox Union, Kosher Supervision of America
Kosher food, one of the world’s oldest diets, is undergoing a vibrant transformation to attract younger generations. Traditionally rooted in the dietary laws of the Torah, kosher foods have always adhered to strict rules of preparation and consumption. Yet today, many kosher food brands are embracing bold designs, modern aesthetics, and creative flavors to appeal to a broader, younger audience.
For decades, grocery aisles carried iconic kosher products like Rokeach gefilte fish in jelly and Tradition instant soups. These items have been staples for many, but now even long-time kosher fans are noticing a shift in how these foods are being marketed. One of the most significant changes came when Manischewitz, a century-old kosher company, debuted a rebrand in 2024. The new packaging, featuring playful caricatures, bold fonts, and Yiddish phrases, breathed new life into its products like frozen matzo balls and lokshen (noodles). While the ingredients remained familiar, the design reflected a fresh, modern twist that’s perfect for social media.
Kosher food brands are no longer just sticking to tradition—they’re reinventing it. Take Schmutz, for example. The brand has turned haroset, a traditional Passover dish, into a trendy condiment used for sourdough or marinades. Meanwhile, Chutzpah is revolutionizing Ashkenazi comfort food with its vegan kosher dumplings filled with seitan brisket. These products feature colorful packaging with illustrations of a bubbe (Yiddish for grandmother), a nod to heritage while attracting younger buyers.
Other companies like The Matzo Project have followed suit, offering vegan matzo chips and soup mixes with cheeky, eye-catching branding. New York Shuk, specializing in Moroccan Jewish-inspired sauces, and S’noods, known for snackable noodles, are also making waves with their unique offerings. These brands appeal not only to the Jewish community but to a wider audience, often incorporating plant-based ingredients while honoring Jewish culinary traditions.
From left to right: New York Shuk Kafe Hawaij, Schmutz Haroset, and The Matzo Project Matzo Chips. Food & Wine
Even the humble instant soup has received a makeover. Nooish, created by Sarah Nathan, offers a plant-based matzo ball soup in a recyclable cup. Nathan, recognizing a gap in the market for Jewish food that appealed to a broader audience, wanted her product to be accessible to everyone. “I wanted to showcase excitement, representation, and Jewish joy,” she says. After 18 months of development, Nooish delivers a flavorful, healthier version of matzo ball soup that stays true to tradition while catering to modern tastes.
The demand for these revamped kosher foods has been overwhelming. Since its 2024 launch, Nooish has gained praise for its texture, flavor, and nostalgic appeal, with customers even sending cases to new parents and elderly family members. Nooish embodies Jewish values such as Tikkun Olam (healing the world) by using sustainable, microplastic-free ingredients and recyclable packaging.
Another success story is Little Latke, a snack inspired by the classic Hanukkah dish of potato latkes. Created by Taylor Blue, Little Latke crisps capture the crispy edges of the traditional dish and have become a year-round snack, not just a holiday treat. With thousands of bags sold and a waitlist for 2025 shipments, Little Latke is gaining traction, making latkes a popular snack beyond the Jewish community.
The increasing popularity of these foods is part of a broader cultural shift. While earlier generations of immigrants were encouraged to assimilate and leave their traditions behind, Millennials and Gen Z are embracing their cultural heritage and celebrating difference. Young people are proud to share their family traditions, and kosher foods are becoming a way to tell stories of Jewish heritage to a larger audience.
“It’s thrilling, and it makes me feel proud when others want to share their family traditions and our culture,” says Amanda Dell, program director of the Jewish Food Society.
With the growing interest in kosher foods, it’s exciting to think about what’s next. Perhaps a modern, plant-based version of kishka could be the next big hit, continuing the trend of reinventing traditional Jewish flavors for the next generation.
