The Matzo Project

Brooklyn, New York

Summer Camp friends Ashley Albert and Kevin Rodriguez set out to bake a new take on the culturally beloved, but traditionally flavorless box of matzo. Instead, they got a super-snappy, extra-sturdy, crazy-versatile cracker that goes with every single thing they've tried to put on it.

Ashley had been tinkering with the idea of updating matzo for nearly 20 years and casually mentioned it to Kevin when they were chatting about him making a change.

Kevin went out and bought a bag of flour that afternoon and began experimenting in his kitchen...the two would taste test Kevin's recipes while Ashley starting sketching out plans for The Matzo Project’s branding and packaging. That work led to their muse - the grandmother on their box - asking “WOULD IT KILL YOU TO TRY SOMETHING NEW?”.