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January 28, 2015 / 8 Shevat, 5775
 
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Matzel Toff? Really?


Abbie and Philip conceived the treat Matzel Toff

Abbie and Philip conceived the treat Matzel Toff
Photo Credit: Urban Nosh

Punning might be the most annoying form of art save for mime (a punning mime, now that would be hateful). Check out the Monday NY Post (a paper known for outrageous punning, not enough mime) for verification. They claim that an outfit named Urban Nosh, which got its start making Matzel Toff, a chocolate-covered matzah, is adding a new, year-round version of the same dubious treat, called Matzel Bits, and are also conspiring to launch yet another new product, called Holy Macaroons. Help…?

A couple who disclose only their first names, Abbie and Philip, conceived the treat (which, incidentally, has been enlarging Jewish thighs for centuries every Passover). The legend goes as follows (on their website):

Phillip grew up enjoying his Bubbie Edith’s toffee-chocolate-matzah. Inspired by her recipe, he eventually honed his own recipe as a graduate student in New York City, where it became his beloved staple for potlucks and dinner parties. One bite into this scrumptious treat and his friend Abby was immediately hooked. But she realized that the matzah needed a gourmet makeover, and decided that toffee-chocolate was the perfect fit. Phillip and Abby teamed up to make Matzel Toff! available to everyone wherever unbelievably seductive candy is sold.

The Post says Urban Nosh, which started with $10,000 in 2009, “generated $25,000 in revenue in 2009 and has doubled its revenue every year since. Its products are now in more than 100 stores nationwide, including Dylan’s, Fairway Markets, Zabar’s and Dean & Deluca in the city.”

But wouldn’t you rather snack on an apple? Just asking…

About the Author: Yori Yanover has been a working journalist since age 17, before he enlisted and worked for Ba'Machane Nachal. Since then he has worked for Israel Shelanu, the US supplement of Yedioth, JCN18.com, USAJewish.com, Lubavitch News Service, Arutz 7 (as DJ on the high seas), and the Grand Street News. He has published Dancing and Crying, a colorful and intimate portrait of the last two years in the life of the late Lubavitch Rebbe, (in Hebrew), and two fun books in English: The Cabalist's Daughter: A Novel of Practical Messianic Redemption, and How Would God REALLY Vote.


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