manischewitzBain Capital is relying on longtime firm Stanton PR & Marketing in its Sankaty Advisors unit's acquisition of kosher food titan Manischewitz.

Sankaty on April 8 said it acquired the 126-year-old, Newark, N.J.-based purveyor of matzo, gefilte fish and dozens of other products certified by the Orthodox Union. Terms of the private deal were not disclosed.

Stanton PR CEO Alex Stanton guides PR for Bain, which wants to expand the the kosher brand to a more mainstream consumer market. "We believe Manischewitz is well-positioned to grow due to rising mainstream interest in kosher foods," read a statement from Sankaty, an independently managed credit affiliate of Bain

The Bender Group, an Upper Montclair, N.J.-based PR firm, reps Manischewitz.

Media covering the deal played up its proximity to Passover, which begins next week. "This year, Passover will be brought to you by private equity," wrote the New York Times' William Alden, while the AP noted the sale comes "just in time for the Passover Seder meal." Toronto's Globe and Mail quipped: "Oy vey. A takeover of Manischewitz."