Schwan’s (Yelloh) is ending food delivery after 72 years.

After more than seven decades of delivering frozen food to homes across America, Yelloh, formerly known as Schwan’s, is ending its home delivery service. The company recently announced that it would make its final delivery on November 8, 2024, officially closing a long chapter in American foodservice history.

This decision marks the end of an era for the beloved company, a staple for families in 48 states, delivering everything from ice cream to pizza to their doorstep.

A Look Back at the History of Schwan’s (Now Yelloh)

Schwan’s was founded in 1952 by Marvin Schwan in Marshall, Minnesota. The company initially focused on delivering ice cream directly to consumers, an innovative concept at the time. Schwan’s trucks, recognizable by their signature sunny yellow color, became familiar in neighborhoods nationwide. Soon, the company expanded its offerings, adding frozen pizza, potpies, and a range of other frozen meals.

Schwan’s became synonymous with home food delivery for years, helping families stock their freezers with easy-to-prepare meals and frozen treats.

In 2022, the company rebranded itself as Yelloh to modernize its image and appeal to a new generation of consumers. The rebranding was intended to reflect the sunny and cheerful nature of the service. Still, despite this effort, the challenges faced in the post-pandemic world have proven too significant for Yelloh to overcome.

Why Is Yelloh Ending Its Food Delivery Service?

Several factors have contributed to Yelloh’s decision to shut down its home delivery business:

Economic Challenges: The pandemic brought about financial difficulties, including rising costs and supply chain issues, severely impacting the company’s ability to continue operating.
Changing Consumer Habits: Over the years, consumer shopping habits have shifted. The rise of online grocery services, meal delivery apps, and other food delivery options has made the space incredibly competitive. As consumers have become more accustomed to fast and convenient grocery delivery through different channels, Yelloh has struggled to keep up with the demand for quick, flexible service.
Staffing Issues: Labor shortages have been challenging across industries, and Yelloh was no exception. Staffing difficulties made it increasingly hard for the company to meet its customers’ needs. The closure will affect 176 remaining employees across the country.

The Emotional Impact on Customers and Employees

For many loyal customers, Schwan’s (now Yelloh) has been more than just a food delivery service. It’s a brand that evokes nostalgia. For decades, the sight of yellow trucks pulling into driveways has been a part of childhood memories, with customers recalling the joy of picking out ice cream or pizza from the delivery driver.

Michael Ziebell, a board member and 22-year veteran of the company, acknowledged this emotional connection in a recent statement:

“Our concern is now for our employees and caring for them as we all come to terms with the fact that this business — that served millions of families and provided a livelihood for thousands over the decades — has regrettably run its life cycle.”

Yelloh employees will be supported through Minnesota’s CareerForce State Rapid Response Team to help them transition to new employment opportunities. Additionally, Yelloh has promised that all employees will continue to receive pay through November 22, 2024.

CEO Bernardo Santana expressed gratitude to both employees and customers, stating:

“I am deeply grateful for our employees’ tireless and bold efforts and our customers’ dedication. It has been our utmost pleasure and honor to serve our customers their favorite meals and frozen treats.”

What Will Happen to Schwan’s Brand After the Closure?

While the home delivery service will cease, the Schwan’s brand will live in grocery stores. In 2019, the company split into Schwan’s Company and Yelloh. The Schwan’s Company continues to manufacture popular frozen food products that are widely available in grocery store freezers across the U.S.

Some of the most well-known products from Schwan’s Company include:

Red Baron Pizza
Bibigo Dumplings
Mrs. Smith’s Pies

These products, and many others, will still be produced under Schwan’s Company name and can be found in retail and commercial kitchens nationwide.

The Future of the Frozen Food Industry

Yelloh’s departure from the food delivery market reflects the broader challenges the frozen food industry faces. Over the past several years, competition has intensified with the rise of companies like HelloFresh, Blue Apron, and other subscription-based meal delivery services. These companies cater to the growing demand for convenience and customization, offering meal kits and groceries tailored to specific dietary needs.

At the same time, major grocery retailers like Walmart, Amazon, and Instacart have made grocery delivery more accessible and convenient for consumers, further shrinking the market share for traditional home delivery services like Yelloh.

Final Deliveries and Customer Loyalty

For Yelloh’s loyal customers, the last chance to receive a delivery from the company will be November 8, 2024. Customers can still order their favorite products, including entrées, individual meals, and Livesmart items, up until that date.

Many long-time customers have expressed sadness over the end of an era. The yellow trucks that once symbolized convenience and a connection to family meals will be missed by those who grew up with Schwan’s service. However, the memories of orange Push-‘Ems and frozen pizzas delivered right to the door will undoubtedly live on.

Conclusion:

The closure of Yelloh’s home delivery service marks the end of a unique chapter in American food culture. For over 72 years, Schwan’s, now Yelloh, was a trusted source of frozen meals, snacks, and ice cream, creating lasting memories for millions of families.

While the trucks may no longer roll into driveways, Schwan’s lega cSchwan’son will remain a staple in grocery stores nationwide through its frozen food products. As the industry continues to evolve, Yelloh’Yelloh reminds us of the ever-changing food delivery landscape and the enduring impact of a brand that has served generations.