How Jewish Foods Are Reinventing Tradition for Gen Z

One of the world’s oldest diets is undergoing a yassified rebrand.

Kosher food, rooted in dietary laws as laid out in the Torah and interpreted by rabbis and scholars for thousands of years, is now leaning into nostalgia, aesthetics, and bold flavors to appeal to younger consumers, both Jewish and not.

For those long familiar with kosher staples, the grocery aisle has traditionally been home to products like Tradition instant soups, Rokeach jarred gefilte fish in jelly, and Gefen cholent mix. These items are mainstays for many, but even the most loyal shoppers were delighted when centenarian kosher company Manischewitz debuted its spring 2024 rebrand. The company infused its packaging with social media-friendly caricatures, bold fonts, and playful Yiddish phrases. The products themselves — lokshen (noodles) and frozen matzo balls — remain true to their roots, but the updated look is irresistibly postable. It’s a move that blends tradition with modern chutzpah.

The kosher and Jewish food landscape has expanded in recent years, with a wave of brands reimagining classic staples. Schmutz, for example, transforms haroset — a Passover seder plate essential made of apples and nuts — into a trendy condiment for sourdough or chicken marinades. Chutzpah reinvents Ashkenazi comfort food with vegan, kosher dumplings filled with seitan brisket, complete with an illustrated bubbe (Yiddish for grandmother) on the packaging. The Matzo Project, another innovative brand, features its own bubbe mascot and cheeky catchphrases on vegan matzo chips and soup mixes. New York Shuk offers Moroccan Jewish-inspired sauces and seasonings, while S’noods creates snackable noodles, including a sweet kugel flavor. These products appeal to broader audiences, often leaning into plant-based recipes, all while staying true to Jewish culinary traditions.

Even instant soup has received a modern makeover with Nooish, a plant-based matzo ball soup in a recyclable cup. “I wanted Nooish to be for everybody,” says Sarah Nathan, the soup’s creator, who founded the brand after realizing there “wasn’t any Jewish food for the masses.” The kosher aisle, while essential for some, often serves a niche audience. But Nathan noticed a shift in recent years, with younger entrepreneurs using vibrant branding and healthier ingredients to bring cultural foods to the mainstream. Fly by Jing, Maya Kamal, Dozen Cousins, and plenty more brands founded by younger people championing their heritage foods inspired her. 

“I wanted to showcase excitement, representation, and Jewish joy, and make something that people can see themselves in,” Nathan explains. “And I wanted it to be for everybody.” She envisioned a shelf-stable product, evoking nostalgic Americana for her branding. After 18 months of research and development, a fluffy matzo ball in plant-based soup was created, rooted in natural ingredients and lower in sodium than conventional instant soups.

“Ashkenazi Jewish food is based out of shtetl mentality, making the best with what you have, sometimes the food is bland or not high-end,” Nathan says. With Nooish, she aimed to elevate matzo ball soup into a cultural connector and a little treat to enjoy whenever. By sourcing premium ingredients, like salt from Burlap and Barrel, Nathan created a soup rooted in tradition yet tailored for modern tastes.

Since its October 2024 launch, Nooish has been embraced for its texture and flavor, with customers sending cases to postpartum parents, elderly relatives, and friends. Beyond delivering a warm, nostalgic hug in a bowl, Nooish reflects the Jewish value of Tikkun Olam — “healing the world” — through a sustainable ethos that includes direct sourcing, microplastic-free ingredients, and recyclable packaging. 

Being able to eat celebratory foods on any given day is at the heart of many of these new Jewish brands. Little Latke, which offers shelf-stable potato pancake crisps inspired by Hanukkah’s signature dish, was inspired by the demand for founder Taylor Blue’s mother’s beloved latke recipe. So she set out on a mission to make latkes mainstream. She distilled the best part of a latke — the crispy, crunchy edges — into an approachable, portable snack. The crisps can be enjoyed on the side of a sandwich, as a tool for dipping, the crunchy element on a charcuterie spread and beyond. 

“The popularity of Jewish deli culture has made traditional foods more visible and appealing to younger audiences,” says Blue,  emphasizing that her latkes are for everyone, “whether you are familiar with a potato latke or not.” Since its November 2024 launch, Little Latke has sold thousands of bags, secured spots in specialty grocers, and even amassed a waitlist for 2025 shipments.

“The support since we opened pre-orders has been beyond anything I imagined,” Blue says. “Little Latke is a snack beyond the holidays. I look forward to seeing people’s creativity and how they enjoy it.” 

The reception should hardly be a surprise: Young folks are hungry for food with a story, and this surge in demand for culturally rich foods speaks to a broader cultural shift. While prior generations of immigrants and marginalized people in America were culturally encouraged to assimilate and keep their traditions and flavors in their home kitchens, Millennials and Gen Z Americans have a more positive view of difference and cultural pride. 

“It’s very exciting to see young people having pride in Jewish food and sharing their own family traditions and cultural foods that they love to eat with a bigger audience,” says Amanda Dell, program director of the Jewish Food Society. “People are telling their story on their own terms, beyond the Jewish community with people who may have not heard of these foods before.”

These convenience foods allow busy people to enjoy traditionally labor-intensive recipes in their daily lives — easily, every day if they want, and with whomever they want. The convenience also makes it easier than ever to share Jewish flavors with friends and family, regardless of cultural background. 

“It’s thrilling, and it makes me feel proud when others want to share their family traditions and our culture,” says Dell. 

And for those wondering what’s next? Perhaps a modern, plant-based take on kishka (if you know, you know) could be just around the corner.