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Kosher Dekal aims to stick the landing one year after its Passover product fail
(New York Jewish Week) — Last year, a company that advertised a Passover-friendly counter lining became a household name — but for the wrong reason.
Traditional Jewish law demands that homes be cleaned rigorously for Passover, and that surfaces used for cooking or bearing hot food be made kosher — which can be achieved for some countertops by scalding them with boiling water. Another method of making surfaces fit for Passover is, arguably, easier: covering them completely with material such as plastic or aluminum foil.
So Kosher Dekal, a company based in New Jersey, thought they had a winning product with temporary counter linings they began selling last year, designed to quickly and easily make a surface kosher for Passover with its sleek silver, black, gold and gray faux-marble coverings. But while the peel-and-stick design may have been easy to put on, customers were dismayed that the linings were hardly easy-off.
Last year, Kosher Dekal was promoted by Orthodox Jewish influencers and advertised itself as an “elegant and easy solution” for covering countertops during the holiday. But after Passover ended last year, dozens of customers left comments on the company’s Instagram page complaining about the sticky residue left by the product. The criticism of the company began circulating on the messaging platform WhatsApp.
In the aftermath, the company, citing a “mistake from a production line worker,” owned up to its gaffe and offered $140,000 in refunds to thousands of customers who were charged from $32 to $37 per roll. Then, with the refunds in hand and Passover firmly in the rearview mirror, things fell quiet.
That is, until earlier this month, when Kosher Dekal sent out a press release announcing its return, calling its product “new & improved.”
“After Pesach, the founders were determined to rework the formula and perfect the product,” the press release said. “The Dekal founders searched the globe to find a trustworthy factory.”
In a phone call with the New York Jewish Week, Davidi Crombie, who co-owns the company with his brother, Shraga, said that this year, Kosher Dekal partnered with Continental Manufacturing in Germany to make this year’s product. (Last year’s version was made in China.)
“We searched for a factory that specialized in that kind of product, that has this trustworthy history,” Crombie said. “We had sent people there to visit. They’ll deliver and it won’t be like last time.”
Crombie believes that this year is a course correction for Kosher Dekal, “if not financially, at least morally.”
“The need for the product was always there,” Crombie said. “We just screwed up on our first chance. There is no second chance to make a first impression, but we are working from the ground up to correct the experience for ourselves and for our customers.”
He added that the most important change the company has made is to the glue that sticks to the counter.
“The glue is what it’s all about,” Crombie said. “The glue is our secret formula. I am not an engineer to be able to describe it. We’ve also added new designs and different sizes.”
Crombie added that the company bought three years of advance product from the factory in China which all had to be tossed, though he declined to say how much that cost or how many rolls of material that included.
“Last year, my brother and I were sitting during Pesach, we were literally shivering,” Crombie said. “We were sitting on our computers. We were destroyed. This was the end. We couldn’t see the light at the end of the tunnel.”
Some people, at least, are giving Kosher Dekal a second chance. One such customer is Chanie Apfelbaum, who runs the popular Orthodox Instagram account “Busy In Brooklyn,” which has nearly 100,000 followers.
Apfelbaum told the New York Jewish Week that she tested this year’s product on three different surfaces at her house, leaving it on her countertops for 10 days and placing hot dishes on the coverings. “As an influencer, I was on the hook last year because I promoted it,” Apfelbaum said. “I definitely want to do my due diligence and make sure it’s all good.”
She posted an Instagram story on Monday in which she removed the new lining and said it was “smooth as a baby’s bottom.”
“There is no sticking, nothing,” Apfelbaum said on Instagram. “I’m impressed. There’s nothing on my counter whatsoever.”
And yet, Apfelbaum did not give the product her “official” Busy in Brooklyn stamp of approval because she has “PTSD from last year,” she said.
“Although I did want to give them a chance, and try it, and show you for myself that it does seem to be new and improved, and be completely non-stick,” she said. “I can see a difference. If you had a bad experience and you’re scared, I get it. But it seems to be really great.”
Apfelbaum told the New York Jewish Week that she gives the company credit for “owning up to what they did.”
“They refunded and apologized,” Apfelbaum said. “They could have just shut down, but they went back at it.”
Crombie said that he is expecting at least a 50% return rate, but won’t know for certain until next week — the days leading up to Passover is Kosher Dekal’s busiest time for sales. He added that the company is getting hundreds of returning customers — and that not everyone was displeased the first time around. In an email exchange that Crombie shared with the New York Jewish Week, one customer wrote that “contrary to all the bad publicity you received last year, I was very happy with my kosher Dekal last season, and am looking forward to using the new and improved product this year.”
In another email, a customer wrote that she had difficulties removing Kosher Dekal, but “did not feel right in asking for a refund” and used baking soda and water to remove the residue.
Some customers, however, still felt trepidation over last year’s product. “Some parts of my counter are still sticky today,” one customer wrote in an email to Kosher Dekal.
“It is exactly what I’m looking for but it was a nightmare last year,” another wrote. “The residue was impossible to remove. I still find sticky spots in my counters a year later.”
Crombie understands the hesitation.
“There are a lot of people, we understand, who would never buy it again,” he said. “But the people who do buy it, the people who tested it, are very happy about it. Thank God, the outcome is heartwarming.”
He added that Kosher Dekal has been giving discounts and free orders to many returning customers who have reached out. Dozens of customers, he claimed, sent their refunds back.
“We are excited because we know and are certain that this product is indeed the right formula,” he said. “I have it in my house, on glass, on wood, on the cabinet, I put it everywhere.”
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The post Kosher Dekal aims to stick the landing one year after its Passover product fail appeared first on Jewish Telegraphic Agency.
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Frontrunner for Iran’s Next Supreme Leader Emerges, US Sub Sinks Iranian Warship Off Sri Lanka
Mojtaba Khamenei, the second son of Iran’s Supreme Leader Ayatollah Ali Khamenei, visits Hezbollah’s office in Tehran, Iran, Oct. 1, 2024. Photo: Office of the Iranian Supreme Leader/WANA (West Asia News Agency)/Handout via REUTERS
The powerful son of Iran’s slain supreme leader emerged on Wednesday as a frontrunner to succeed him as the US stepped up its military campaign against Tehran.
As new explosions rang out in Tehran, plans were in doubt for a funeral for Ayatollah Ali Khamenei, 86, killed by Israeli forces on Saturday in the first assassination of a nation’s top ruler by an airstrike.
The body had been expected to lie in state in a vast Tehran mosque from Wednesday evening, but state media reported a farewell ceremony had been postponed.
Two Iranian sources, speaking on condition of anonymity, told Reuters that Mojtaba Khamenei, son of Iran’s slain supreme leader, was not in Tehran when his father was killed in a strike that destroyed the leader‘s compound.
Iran said the Assembly of Experts that will select the new leader would announce its decision soon, only the second time it will have done so since the Islamic Republic’s founding in 1979.
Assembly member Ayatollah Ahmad Khatami told state TV the candidates had already been identified but did not name them.
Israel said it would hunt down whoever was chosen.
Other candidates for supreme leader include Hassan Khomeini, grandson of the Islamic Republic’s founder and a champion of the reformist faction sidelined in recent decades.
But the favorite appears to be Mojtaba Khamenei, who has amassed power as a senior figure in the security forces and the vast business empire they control, the Iranian sources said. Choosing him would send a signal that hardliners were still firmly in charge.
Some Iranians have openly celebrated the death of the supreme leader, whose security forces killed thousands of anti-government demonstrators only weeks ago in the biggest domestic unrest since the era of the revolution.
But Iranians angry with the government said there was unlikely to be much sign of protest while bombs are falling.
“We have nowhere to go to protect ourselves from strikes, how can we protest?” Farah, 45, said by phone from Tehran, adding that the security forces “are everywhere. They will kill us. I hate this regime, but first I have to think about the safety of my two children.”
Meanwhile, in a sign of the US military’s reach, US Defense Secretary Pete Hegseth said a US submarine had sunk an Iranian warship off the southern coast of Sri Lanka. At least 80 people were killed, Sri Lanka’s deputy foreign minister told local television.
The United States and Israel pressed on with their round-the-clock assaults on Iran that began on Saturday. The top US commander said the campaign was “ahead of the game plan” and Hegseth said the US was winning the conflict.
“This was never meant to be a fair fight, and it is not a fair fight. We are punching them while they’re down,” Hegseth told a briefing. “Our air defenses and that of our allies have plenty of runway. We can sustain this fight easily for as long as we need to.”
A New York Times report said that Iranian intelligence had reached out to the CIA early in the war about a path toward ending the conflict.
The report said that officials in Washington were skeptical of an “off-ramp” for now, while Trump said on Tuesday that Iranians wanted talks but it was “too late.”
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Britain Launches Review Into School-Related Antisemitism
British Prime Minister Keir Starmer and US President Donald Trump (not pictured) hold a bilateral meeting at Trump Turnberry golf course in Turnberry, Scotland, Britain, July 28, 2025. Photo: REUTERS/Evelyn Hockstein
Britain‘s government on Wednesday launched an independent review into antisemitism in England’s schools and colleges, responding to data showing classroom-related incidents have doubled since before Hamas’s Oct. 7, 2023, attacks on Israel.
Attacks on Jews have risen globally since Hamas’s assault on Israel, which triggered the Gaza war. Britain reported a 4% annual increase in cases of antisemitism in 2025 – the second-highest total on record – including a sharp spike after a deadly synagogue attack in northern England in October.
The Community Security Trust, which advises Jewish communities on security, recorded 204 school–related antisemitic incidents in 2025, twice pre-2023 levels.
“The figures are stark and clear,” education minister Bridget Phillipson said in a statement.
She added that “too many Jewish teachers who raised concerns felt that nothing was done. That is not acceptable.”
The government said the aim of the review was to assess how well education settings identify, prevent and respond to antisemitic behavior, and where further support was needed.
The review will examine schools’ policies, how incidents are handled when they occur, what preventive measures are in place, and how external factors – including protests outside schools and wider geopolitical tensions – influence behavior within education settings.
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Israel Orders Lebanese to Leave Swathe of the South ‘Immediately’ as Hezbollah Strikes Ramp Up
Smoke rises after an Israeli strike on Beirut’s southern suburbs, following an escalation between Hezbollah and Israel, amid the US-Israeli conflict with Iran, Lebanon, March 4, 2026. Photo: REUTERS/Khalil Ashawi
Israel warned residents to immediately leave a swathe of south Lebanon on Wednesday, ordering them to move north of the Litani River on the third day of full-blown hostilities with the Iran-backed Lebanese terrorist group Hezbollah.
Lebanon has emerged as a theater in the war that has engulfed the region since the United States and Israel attacked Iran. Hezbollah launched drones and rockets at Israel on Monday, prompting Israeli retaliation.
Nearly 60,000 people have fled the fighting, the United Nations said, adding to tens of thousands who were already displaced by a 2024 war between Hezbollah and Israel.
An Israeli military spokesperson published a map on Wednesday of the area in southern Lebanon that he said residents should evacuate, an area amounting to around 8% of Lebanese territory.
A day after Israel‘s defense minister said he had authorized the military to advance and take control of additional positions, Israeli troops had moved into at least nine towns in southern Lebanon, a senior Lebanese security official told Reuters.
The Israeli military said two soldiers were wounded as a result of anti-tank fire, the first reported injuries among Israeli troops since the United States and Israel attacked Iran on Saturday.
ISRAELI TROOPS ‘A LITTLE FARTHER’ INSIDE LEBANON
The Lebanese army said it had redeployed troops from some border positions in light of Israeli incursions into southern Lebanon.
It said it had arrested 26 Lebanese nationals in various places who were carrying weapons without a license but did not say whether they were members of Hezbollah. The Lebanese cabinet on Monday voted to outlaw Hezbollah’s military activities.
The Israeli military declined to comment on any specific new deployments in Lebanon.
A spokesperson said the military was “positioning troops a little farther” into Lebanon than before, “to prevent any attacks against the northern communities” in Israel.
Israel has kept troops at several locations inside Lebanese territory since its 2024 war against Hezbollah.
While Israel has already warned residents to leave dozens of villages in the south, Wednesday’s order was the broadest yet, covering an area between the border and the Litani River, which meets the Mediterranean some 10 km (6 miles) north of Tyre, a historic port city and one of Lebanon’s biggest.
The Israeli warning told residents to immediately move north of the river “to guarantee your safety.”
Many thousands of Lebanese have already fled their homes in the Hezbollah-controlled southern suburbs of Beirut, and the south, parts of the country that bore the brunt of the 2024 war.
50 KILLED IN LEBANON, SAYS HEALTH MINISTRY
An Israeli airstrike hit a four-story building in the eastern Lebanese city of Baalbeck, killing six people and wounding 15, the Lebanese National News Agency reported. It said rescue workers were still searching for missing people.
A strike also hit a hotel in the Beirut suburb of Hazmieh, well outside the Hezbollah-controlled southern suburbs.
Hezbollah announced a number of attacks on Wednesday, including one using what it described as a precision-guided missile that it said was fired at a military facility in northern Israel, and another with attack drones fired at a base 120 km (75 miles) inside Israel.
On Tuesday, missiles fired from Lebanon set off air raid sirens as deep into the country as its main commercial hub Tel Aviv. An Israeli military source said they were fired by Hezbollah. There was no immediate claim by the group.
The Lebanese health ministry has said 50 people have been killed in Lebanon since Monday and 246 wounded.
There have been no reported fatalities in Israel as a result of attacks by Hezbollah, a Lebanese Shi’ite Muslim group established by Iran’s Revolutionary Guards in 1982.
During the 2024 fighting, tens of thousands of Israelis were evacuated from towns in the border area but many have now returned. Israeli officials have said there are no plans to remove them for now.
Hezbollah said it opened fire on Monday to avenge the killing of Iranian Supreme Leader Ayatollah Ali Khamenei on Saturday in the US-Israeli attack.
Israeli military spokesperson Effie Defrin said the Israeli military had attacked more than 250 Hezbollah targets throughout Lebanon over a 48-hour period.
Israel has invaded Lebanon several times since 1978, and occupied a belt of territory in the south until 2000, when it withdrew following years of guerrilla warfare by Hezbollah.