Yelloh, formerly known as Schwan’s Home Delivery, will permanently discontinue its frozen food delivery service this November. The 72-year-old company cited insurmountable business challenges and evolving consumer habits as the reasons for its closure. A nationwide staffing shortage, ongoing supply chain disruptions stemming from the pandemic, and the increasing popularity of digital shopping contributed to the company’s decision. These factors collectively eroded the viability of Yelloh’s business model, which heavily relied on personal, at-the-door interactions with customers, a hallmark of the company since its inception.
Schwan’s Home Delivery, established in 1952, grew into a prominent frozen food provider, serving thousands of households across the United States with its recognizable fleet of yellow trucks. The rebranding to Yelloh in 2022 maintained the company’s identity as the “original frozen food company.”
The company acknowledges the impact of this decision on its approximately 1,100 employees nationwide and has expressed its commitment to supporting them through the transition. Customers can continue to purchase products from Yelloh trucks until November 8th. Both CEO Bernardo Santana and Board Member Michael Ziebell expressed gratitude for the loyalty of customers and the dedication of employees throughout the company’s history. The closure of Yelloh marks the end of an era for the frozen food delivery industry and a significant shift in consumer preferences towards online grocery shopping. The company leadership acknowledged that the shift to digital shopping over the past two decades contributed significantly to the challenges faced by the traditional delivery model.
