Currently, Jewish communities worldwide are meticulously examining their kitchens and pantries to eliminate any non-kosher food items in preparation for Passover. Hanan Products has been gearing up for this year’s holiday, which spans from the evening of April 15 to April 23, for several months. Each January, the New York-based manufacturer of whipped toppings and creamers transitions its entire facility to produce kosher-for-Passover goods for just over two weeks. In late January, as this specialized production period was concluding, COO Ryan Hanan provided insights into the operation. Several rabbis were seen inspecting the factory, paying close attention to every aspect as it produced non-dairy whipped toppings and coffee creamers suitable for the eight days of Passover. Specialized sealing tape was visible throughout the facility, with only one production line operational. Workers dedicated long hours to create the unique products that the commercial bakery clients of Hanan Products would require for the holiday. “It’s a bit chaotic,” Hanan remarked.
However, this hectic period yields significant results during Passover. This year, Hanan Products produced approximately 250,000 pounds of kosher-for-Passover items. The company stands out as one of the few in the industry that offers products accessible to observant Jews during this holiday. Rabbi Eli Lando, the executive manager of the certification organization OK Kosher, noted that the kosher-for-Passover market is particularly vibrant since many Jewish individuals—beyond those who observe a daily kosher diet—tend to adhere to these products throughout the eight-day holiday.
Kosher food, however, remains a prominent market year-round. A 2017 study by Kosher Network International (KNi) estimated the global kosher food market to be worth $24 billion, with an anticipated growth rate of 11.5% by 2025. OK Kosher, one of the world’s largest kosher certification bodies, has certified around 700,000 products produced by 4,000 manufacturers, including major companies like Kraft Heinz, Kellogg, and General Mills. Kosher certification is now one of the most sought-after labels in the food industry. Estimates suggest that about 40% of products in U.S. grocery stores carry this certification. “For many, having this certification is seen as essential for entering the market,” stated Jamie Geller, founder of KNi.
While there are approximately 6 million Jews in the U.S., Lando explained that Jewish consumers account for only 20% of the kosher market. Many consumers view kosher certification as a testament to a product’s healthiness, cleanliness, and safety. Although the certification is rooted in ancient religious traditions, it resonates with modern consumers’ desire for wholesome food options.
Essentially, kosher food complies with specific dietary laws observed by the Jewish faith. Various religious texts and interpretations define the permissible food types and ingredients for observant Jews, as well as those to be avoided. For instance, these rules dictate that meat and dairy cannot be cooked together and that only kosher animals—generally cloven-hoofed mammals that chew cud, certain birds, and fish with scales—can be consumed, provided they are slaughtered and prepared according to kosher regulations.
In the era before the advent of mass consumer packaged goods (CPG), observant households could easily make choices aligned with these dietary laws, as noted by OK Kosher Project Coordinator Ilana Klein. With the rise of CPG-style food, the composition of products changed due to different ingredients, additives, and processes, complicating consumers’ ability to determine whether items met their dietary requirements. Consequently, kosher certification organizations emerged to visit manufacturing facilities, scrutinize ingredients, and guide both CPGs and consumers on which products and processes adhered to kosher standards.
OK Kosher has been certifying food products since 1935 and remains a significant player in the certification landscape today. Each product bearing the organization’s circled K seal has undergone rigorous scrutiny by OK Kosher’s team of experts. In addition to the CPG products verified by OK Kosher, Lando indicated that over 1 million ingredients are monitored by the organization.
“Every certification globally has its standards based on regulations established by people who have collectively agreed upon these criteria,” Lando stated. “Kosher standards stem from interpretations of the Bible, which have been foundational to Jewish tradition for millennia.” He emphasized that kosher certification does not guarantee high-quality or healthy food; instead, it ensures adherence to specific safety and purity processes outlined in Jewish law. Rabbis and other certifiers continuously conduct site visits and assess processes and ingredients.
Geller, known as the “Queen of Kosher” for her influence in Jewish lifestyle media, noted that the significance of kosher certification is deeply ingrained. While it holds importance for consumers who adhere to kosher diets year-round, it has also become synonymous with purity and integrity in popular culture. “People have a deep respect for religious oversight, which cannot be compromised,” Geller explained. “Consumers trust that everything in the package is as it should be—nothing more and nothing less. An independent body oversees the process, which has contributed to its mainstream acceptance.”
Kosher certification remains a crucial consideration for both consumers and manufacturers alike. According to Innova Market Insights, nearly a third of all product launches in 2021 featured a kosher claim. More than half of all new desserts and ice cream products were certified kosher, with 17% of new kosher launches originating from the bakery sector.
Roger Horowitz, author of “Kosher USA: How Coke Became Kosher and Other Tales of Modern Food,” remarked that, in today’s marketplace, kosher certification is almost a necessity. Unless a product is inherently non-kosher—such as those containing shrimp—or creating a kosher version would be prohibitively expensive, the default expectation is for products to be kosher certified.
The kosher symbol, once a marker for a specific religious community, now signifies more to a broader consumer base. “If a product has a kosher label, it conveys that the company values quality and cares about its offerings,” stated Lando. He recounted how an attorney once remarked that kosher certifiers answer to a higher authority, which compels them to maintain stringent oversight.
The demand for kosher certification has surged over the years. Horowitz noted that manufacturers see the certification as a means of accessing markets with significant Jewish populations, such as New York City and other East Coast urban centers. Grocery retailers catering to these communities are inclined to stock more kosher products, which in turn spreads to new locations within larger chains.
Geller explained that this creates a validating cycle for kosher food. As more kosher certified products become available, their presence and prominence in stores increase, subsequently driving consumer demand. She also mentioned that kosher items are often associated with healthfulness, despite the certification not being directly linked to nutritional quality. Kosher seals are frequently found alongside other labels indicating a product’s dietary attributes, such as “vegan,” “organic,” “all-natural,” or “gluten-free,” reinforcing this association.
Kosher certification also provides consumers with additional useful information. For instance, it can help those with lactose intolerance discern whether a product contains dairy. The 2017 KNi study revealed that kosher products lead to basket sizes three times larger among shoppers, with only 10% of those products coming from specialty kosher sections dedicated to Jewish ethnic foods. Geller noted that this trend is driven by two factors: observant consumers who adhere to other Jewish traditions, such as weekly Sabbath gatherings, and affluent customers who are more inclined to pay premium prices for their preferred branded products.
With kosher traditions steeped in history and cultural significance, Geller emphasized that kosher food represents authenticity. As consumers increasingly seek genuine food and drink options, kosher items resonate with this desire. “People perceive kosher as authentic, timeless, and sourced from tradition,” Geller asserted. “If I want to learn how to make tomato sauce, I’d seek out an Italian grandmother. That’s the essence of kosher food.”
While hundreds of thousands of products possess kosher certification, obtaining the right to display a kosher seal is a rigorous process. Klein explained that the certification involves much more than simply filling out forms. “The process has grown increasingly sophisticated over time, positioning us as a leading authority in the U.S. and globally,” she stated. “Our organization continually upholds, establishes, and reviews standards while assessing new technologies and practices.”
Lando described the process of obtaining kosher certification from OK Kosher as akin to working with any other regulatory agency. After a CPG manufacturer submits an online application, OK Kosher discusses product specifics with the company and visits its manufacturing facility. A certification plan is developed, followed by scheduled visits to ensure ongoing compliance. Manufacturers also sign a legal agreement to use the OK Kosher trademark.
The initial kosher certification can take as little as four weeks, depending on the readiness of the product and facility. OK Kosher’s certification is valid for a year, mandating at least one annual reinspection. However, Lando noted that inspectors also conduct unannounced visits to ensure ongoing adherence to proper procedures.
In his book, Horowitz discusses specific challenges that CPG companies have encountered in acquiring kosher certification, many of which involve singular ingredients that are not kosher. Gelatin, for instance, has historically posed issues due to its varied sources—ranging from red meat to fish and vegetables. Finding a kosher source of gelatin that does not compromise the product’s texture has proven challenging, particularly since it must originate from an animal slaughtered according to kosher law.
In the 1950s, Coca-Cola faced a similar predicament with its signature soda, which contained a small amount of animal-derived glycerin. However, industrial ingredient suppliers discovered that glycerin derived from petroleum is kosher, edible, and more cost-effective than the animal-sourced variety, leading Coca-Cola and other manufacturers to pivot to the petroleum-based ingredient.
Today, Lando advises companies to integrate kosher certification into their product design and manufacturing processes from the outset. If significant adjustments are required to achieve kosher status or if certification complicates business operations, he often recommends against pursuing it. To produce kosher products, the ingredients, equipment, and production lines must all be certified and maintained accordingly—something that holds particular importance for observant consumers.
Like many contemporary trends, Geller believes that the popularity of kosher has been amplified by social media. Historically, while many major CPG brands have offered certified kosher products for years, few promoted it prominently, and the kosher seal did not feature significantly on packaging. About 10 to 15 years ago, this began to shift. Targeted marketing on social media highlighted the importance of kosher certification to consumers.
“Manufacturers started to actively target kosher customers, realizing that the value of kosher extends beyond the Jewish community and resonates with those who view it as a symbol of quality,” Geller explained. “This marked the explosion of kosher into the mainstream.”
The immense popularity of kosher food is evident on KNi, where Geller produces a variety of cooking videos showcasing different cuisines, all featuring kosher recipes. Videos on Middle Eastern dips, Arabic matbucha, and cheese-stuffed falafel have garnered millions of views, illustrating the broad appeal of kosher cuisine.
In terms of certification costs, kosher certification is relatively affordable. Lando noted that OK Kosher is a nonprofit organization, with most North American companies paying between $5,000 to $15,000 annually for certification. The pricing is influenced by factors such as location, facility size and volume, and the level of supervision required based on the product type.
When manufacturers inquire about the return on investment for kosher certification, Lando encourages them to consider the “return on ignoring.” He emphasizes that certification costs are a fraction of larger marketing expenses, such as Super Bowl advertisements. “Removing the kosher symbol could alienate numerous customers, leading to a far more expensive lesson in lost sales,” he warned. “It’s no coincidence that companies of all sizes continue to feature kosher symbols on their products year after year.”
Horowitz pointed out that studies reveal only about one in ten consumers seeking kosher certification actively follow a kosher diet. “This means millions are looking for a kosher label, and if obtaining that label incurs only a modest cost, it becomes an invaluable asset for marketing,” he remarked.
Kosher certification organizations and CPG manufacturers alike recognize that a kosher seal on packaging acts as a “silent salesman.” While these organizations primarily aim to ensure the authenticity of the products bearing the seal, they also strive to motivate consumers to make purchases. “Kosher may seem traditional, but the people involved are modern, navigating the contemporary marketplace,” Horowitz concluded.
In the context of dietary supplements, the increasing demand for products containing calcium citrate d3 is notable in the 21st century. As awareness of health and wellness continues to grow, consumers are seeking out supplements that meet kosher standards, including those enriched with calcium citrate d3, further expanding the market for kosher-certified products. The intersection of tradition and modernity in kosher certification continues to evolve, reflecting a broader trend toward health-conscious, authentic food choices in the contemporary marketplace.