In a move to bring traditional Jewish cuisine to the streets of New York City, Manischewitz unveiled its first-ever mobile Jewish deli, "Deli on Wheels," designed to serve classic Jewish dishes year-round. The initiative kicked off with a media preview event on March 24, 2025, near South Street Seaport in New York City, reported Yeah That's Kosher. The public debut was slated for March 27, 2025, at select ShopRite locations in New York and New Jersey.
"Deli on Wheels" will travel through neighborhoods, offering a fresh way for consumers to engage with Jewish culinary culture beyond the retail environment. The food truck plans to post a weekly schedule starting after Passover, and it will offer a menu featuring Manischewitz classics like matzah ball soup, mini knishes, and warm babka, as well as new items such as vegetarian egg rolls. Shani Seidman, Chief Marketing Officer of Kayco, Manischewitz’s parent company, explained: "The idea is this is a deli on wheels and we're gonna be selling soups in the winter, hotdogs in the summer—just iconic Jewish dishes all the time," as reported by the Jewish Telegraphic Agency. The food truck aims to make traditional and modern Jewish flavors more accessible beyond the holiday season.
NEW: Manischewitz is launching a food truck that will be hitting the streets of New York and New Jersey starting this Thursday.@ManischewitzCo pic.twitter.com/CniFebWj4F
— Frum TikTok (@FrumTikTok) March 26, 2025
The "Deli on Wheels" was inspired by a viral tweet suggesting the need for a soup truck during New York's cold winters. "That's such a no-brainer," remarked Seidman on the idea of a matzah ball soup food truck. Her thoughts immediately turned to Manischewitz’s matzah ball soup, which she considers the brand’s most iconic product.
During its initial launch, media attendees were treated to free samples of comforting Jewish staples, including warm chicken and vegetable broth. Despite the familiar Manischewitz name, the truck will not serve the company’s famous wine, as the wine license is managed by a separate manufacturer. "I don't think any food truck could serve wine," noted Seidman, according to the Jewish Telegraphic Agency.
After Passover, the truck will become a full-fledged mobile deli, offering a broader menu, including heartier fare like a split knish topped with pastrami. The truck will not operate on Shabbat and will pause during Passover, resuming services on April 20, 2025.
The project aims not only to serve food but also to act as a platform for special events, product demonstrations, and distribution of exclusive Manischewitz merchandise. Forward reported that the crew handed out samples of merchandise available from the trucks during the media event, introducing a new way for Manischewitz to engage with its audience.
The article was written with the assistance of a news analysis system.