In an unexpected pivot from matzo boxes and soup stock to reality television, iconic kosher food brand Manischewitz announced Wednesday that it is launching its own digital dating series, Manischewitz Matchmakers.
Headquartered in Bayonne, the brand has officially opened nationwide casting for Jewish singles from May 20 through June 3. The company describes the upcoming reality show as a “bold, hilarious, and heartfelt” modern twist on the centuries-old, time-honored tradition of Jewish matchmaking, promising plenty of cultural nostalgia and what it calls “Bubby-approved chaos.”
Created by New York-based comedian and writer Eitan Levine—known for blending cultural humor with live interactive game shows—the series will bring 22 single contestants (11 men and 11 women) together in New York City for a high-energy, fast-paced dating experiment.
Rather than relying on modern, superficial swiping apps, the show will force contestants through multiple rounds of old-school matchmaking challenges designed to test their compatibility, humor, and shared traditions.
With casting officially open, production is moving on an accelerated summer timeline to capitalize on seasonal streaming habits.
At the end of the tournament-style challenges, four final couples will emerge, with one standout pair voted by the show’s creators as the “Most Couply Couple.”
The winning pair will take home a “Summer of Love” prize package packed with custom Manischewitz-branded merchandise, pantry staples, and date-night entertainment gear, backed by social media promotion across the brand’s expansive digital channels.
“From family dinners to holiday tables, bringing people together has always been at the heart of Manischewitz,” Talia Sabag, marketing manager for Manischewitz said. “With Manischewitz Matchmakers, we’re celebrating connection in a fresh, fun, and culturally authentic way.”
The marketing push represents a broader effort by the 138-year-old food manufacturer to modernize its image and connect directly with Gen Z and Millennial consumers who value community authenticity and self-aware brand humor.
“Jewish matchmaking is basically a competitive sport,” show creator Levine added. “This show taps into that shared experience with a mix of nostalgia, chaos, and genuine connection. It’s funny because it’s true.”
