The era of iconic yellow trucks delivering frozen meals to doorsteps across America is coming to an end as Yelloh, previously known as Schwan’s Home Delivery, has announced it will permanently cease operations this fall. The Schwan food company, a brand with a 72-year history in the frozen food industry, confirmed on Monday that it will halt all services in November, citing a combination of significant business challenges and evolving consumer preferences.
According to Board Member Michael Ziebell’s press statement, the decision stems from prolonged nationwide staffing shortages and disruptions to the food supply chain, issues exacerbated by the recent pandemic. These operational hurdles were compounded by long-term shifts in how consumers shop and eat. “These challenges, combined with changing consumer lifestyles and competitive pressures that have been building for over 20 years, made success very difficult,” Ziebell explained. He further noted the impact of the digital age, stating, “Digital shopping has replaced the personal, at-the-door customer interaction that was the hallmark of the company.” This shift away from traditional home delivery models has proven to be an insurmountable obstacle for the Schwan food company’s Yelloh brand.
Established in 1952 as Schwan’s Home Delivery, the Minnesota-based company built a legacy on providing frozen meals directly to households. Its fleet of distinctive yellow trucks became a familiar sight in neighborhoods across nearly every U.S. state. In a move to modernize its image, Schwan’s Home Delivery rebranded as Yelloh in 2022, aiming to retain its position as “the original frozen food company” while appealing to contemporary consumers. Despite the rebranding efforts, Yelloh, a part of the broader Schwan food company portfolio, currently employs approximately 1,100 individuals nationwide, all of whom are now facing uncertainty with the impending closure.
“Our concern is now for our employees and caring for them,” Ziebell stated, highlighting the company’s immediate priority. Customers have until Friday, November 8th, to make final purchases from Yelloh trucks before the service is discontinued.
CEO Bernardo Santana expressed the weight of the decision in his press statement: “It’s with heavy hearts that we made the difficult decision to cease operations of Yelloh.” He added, “We are thankful to our many loyal customers and hard-working employees for everything they have done to support us.” The closure marks a significant change in the landscape of the frozen food market and the end of an era for a company deeply ingrained in American culinary habits as part of the Schwan food company.
