I thought we had gotten past the old myth the kosher = inherently higher quality.
I see a number of potential problems for the kosher consumer in this new branding strategy.
Will the non-kosher consumer be willing to pay the higher price for kosher food, especially when so much supermarket food already has an OU, OK, etc.?
Why should the non-kosher consumer pay that price?
What happens when the non-kosher consumer realizes that "kosher" Manischewitz canned sardines are absolutely no different than Season canned sardines with the same OU?
What happens when they realize that many Manischewitz products taste inferior to their either non-kosher or kosher, but not "Jewish," branded counterparts?
I'm failing to understand the thinking behind this re-branding (and I've got an MBA in marketing). What concerns me is if/when this strategy tanks and Bain Capital has gotten all the money out of Mani that there is to get, what happens to the kosher consumer, especially at Passover time?
One on Mani's core strengths is its national distribution network. That means that in many smaller communities Manischewitz provides most of the KLP foods. If they no longer exist, much of the country will no longer have access to much Passover food in their local markets. Will another company be able to move in or will they even want to?
The last paragraph in particular is a real laugh. It really proves that at least that particular rabbi has no clue how the majority of non-Orthodox American Jews really relate to Passover.
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