Manischewitz, the country's largest manufacturer of processed kosher foods, is trying to grow by offering options in line with today's gourmet trends--flavored olive oil, wasabi horseradish sauce
and whole grain noodles. It's also attempting to appeal to non-Jews who are looking for more healthful food options.
"It's not your bubbe's matzo and gefilte fish anymore," says
Jeremy Fingerman, president and CEO of privately held R.A.B. Food Group of Secaucus, N.J., which bought the Manischewitz brand in 1998.
In May, R.A.B. acquired the 136-year-old
Rokeach brand, whose holdings include Mother's, Mrs. Adler's and Mishpacha. It is also working to gain a foothold in the specialty food market by buying or creating more ethnic and gourmet brands,
such as Guiltless Gourmet, Asian Harvest and Season, a line of canned fish. Gross sales are up from $68 million five years ago to about $100 million now, company executives say.
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