Manischewitz is betting that a dating show can attract Gen Z to the 138-year-old brand

For the next ten days, while everyone else is settling back into school and ushering in autumn with pumpkin spice lattes, Jewish Americans will be celebrating the “Days of Awe,” starting with Rosh Hashanah, the Jewish New Year, and ending with Yom Kippur, the holiest day of the Jewish calendar. The Days of Awe start at sundown on Friday, September 11, followed by 10 days of somber reflection on the past year. Yom Kippur is a day of atonement and deep reflection for which Jews traditionally fast—it begins at sundown on Sunday, September 20 and finishes at the end of the next day on Monday, September 21. And, for generations, Manischewitz has been a staple on many tables over the Jewish holidays—whether that’s their wine, crackers, or another product like macaroons. But looking ahead, the question is whether younger Jewish consumers, like Gen Zers—whose brand of Judaism is a far cry from that of their parents or grandparents—will continue that tradition. “We’re not trying to convince Gen Z and other younger generations to experience Manischewitz the way previous generations did,” Manischewitz senior vice president Mirit Shalvi tells Fast Company. We’re giving them opportunities to m…