Aiming to disrupt the monopoly on kosher grape juice that currently belongs to Kedem, Welch’s has teamed up with Manischewitz to introduce its own kosher offering in January, for Passover and year-round use.
Although Welch’s is the country’s largest grape juice company, domestic sales have fallen flat, according to Haaretz — thus the partnership with matzo and kosher wine maker Manischewitz, another ubiquitous American brand. The new kosher juice will display both the Welch’s and Manischewitz logos, and the latter’s matzo boxes will carry ads for the grape juice.
“What’s very cool about it is taking advantage of what Manischewitz does for kosher consumers and what Welch’s does for grape juice consumers and really bringing that together,” Ike Kim, senior brand manager of Welch’s bottled juice business, told the Jewish Telegraphic Agency.
The recipe for Welch’s grape juice will remain the same, but the kosher version will be subject to the regulations of the Orthodox Union — “namely, that the juice passes exclusively through observant Jewish hands from the time it is pressed until it is pasteurized,” according to JTA.
In a statement, Manischewitz CEO David Sugarman called the company’s foray into grape juice “long overdue.”