By Anash.org reporter
As Passover approaches, a concerning issue has emerged within the Jewish community, gaining traction on social media platforms. A subtle yet potentially costly mix-up involves year-round Manischewitz crackers, which feature an OU certification but are not kosher for Passover. These crackers closely resemble those that are suitable for the holiday, and they are being displayed alongside each other on grocery store shelves.
The packaging for the Passover-approved version prominently states “Perfect for Passover Matzos, Original” and bears the OU pareve certification. In contrast, the year-round box simply reads “Thin Salted Matzos” with a clear indication that it is “not for Passover.” With both packaging designs featuring the familiar orange coloring and the image of matzah, many consumers find it difficult to discern the crucial difference.
The initial warning came from the user @CraftsmanBob, who shared a photo and expressed concern about the misleading labeling: “It’s pretty bad that they call this matzah and it’s actually chametz, stocked by all the national retailers for Pesach. @OrthodoxUnion feels like it’s a big deal.”
Several prominent figures from the Chabad community quickly joined the conversation to raise awareness.
Notable speaker Rabbi Shais Taub posted an image comparing the similar boxes and expressed his dismay: “It’s heartbreaking when someone thinks they are keeping Passover and is unknowingly eating chametz,” he stated. “It happens way more often than you might think. Look at these two products and tell me nobody would confuse them.”
Rabbi Mordechai Lightstone, director of Brooklyn’s Tech Tribe, urged caution: “Look before you buy, or you might end up with OU-certified Manischewitz brand bread. Manischewitz sells a cracker that looks like matzah and is labeled as such, but it isn’t kosher for Passover.”
Rabbi Mendel Super, a shliach in Lake Havasu City, AZ, voiced strong objections to the labeling. “Hey @OUKosher, this should not be labeled as matzah,” he asserted. “Jews trying to obtain matzah for Pesach may purchase this, even if it indicates it’s not KFP, because to them, ‘matzah is matzah.’ Particularly when grocery stores place it in their Passover displays.”
Later, Super expanded on his concerns, stating, “It’s misleading to call chametz ‘matzos.’ Many Jews aren’t seeking a hechsher; they just want matzah and buy this. In numerous supermarkets, the only ‘matzah’ on sale is this chametz.”
Following inquiries from JNS, Manischewitz acknowledged the issue. “We appreciate the community bringing this to our attention, especially during such a detail-oriented time as Passover,” said Mirit Shalvi, the company’s senior vice president of marketing and strategic partnerships.
“At Manischewitz, we take our responsibility in assisting families prepare for the holiday very seriously. We understand that kashrut is deeply meaningful during this period,” she continued. “However, we also recognize that in a busy retail environment, particularly during the high-demand Passover season, similar packaging can easily lead to confusion.”
The company mentioned plans to “evaluate packaging differentiation and collaborate with our retail partners to ensure clearer in-store separation and signage where necessary.”
Rabbi Moshe Elefant, chief operating officer of OU Kosher, commented that the clear distinction between year-round and Passover matzah has existed for decades and that non-Passover products are properly labeled. “Those who maintain kashrut must stay alert while shopping and always verify product labels, especially as Passover approaches,” he advised.
Some users online resonated with that perspective. “But it is matzah. What else would you call it?” remarked Dani Klein from YeahThatsKosher. “I agree that the ‘NOT FOR PASSOVER’ label should be more prominent.” Another commenter suggested, “At least now they make it clear, limiting the potential for confusion.”
However, many argue that the issue lies not just with the labeling, but with the practical implications of similar-looking boxes being placed together in Passover displays. “Mom sent me to the store a few years ago for matzo…I came back with that. It did not go well,” one user recounted. Another added, “Streits does the same. I once showed up at a seder with it, not realizing it was chametz.”
A similar concern was highlighted in a 1944 letter published by Rebbe Responsa. In that era, the Rebbe urged Manischewitz to use its platform to educate the public on Passover, addressing “the great ignorance which exists in many circles regarding the laws of Pesach” and emphasizing the necessity for stringent precautions concerning chametz during the holiday. He requested that part of their radio program focus on impressing the gravity of chametz-related laws during Passover on their audience.
