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Manischewitz Looks Beyond Seder Table to Broaden Appeal
posted on April 10, 2014Susan Krashinsky of The Globe and Mail writes about Manischewitz’s attempts to broaden its appeal under new ownership. The 126-year-old brand, known for its matzo and kosher wine, gained a new CEO, Mark Weinstein, after being acquired by Bain Capital. Weinstein said of his marketing challenge: “I’ve seen other brands, they try to completely reposition themselves and they have not been successful, because they alienate the core customer. The strategy going forward is not to recreate the brand; it’s to take the brand and build upon it.”