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Yelloh, formerly known as Schwan’s, has announced plans to cease operations after seven decades in business. The iconic company, known for its direct-to-home delivery of frozen foods, will be closing its doors after serving countless families across the United States.
The company released a statement citing, “multiple insurmountable business challenges” as the reason behind the surprise closure.
The statement continue: “These challenges, combined with changing consumer lifestyles and competitive pressures that have been building for over 20 years, made success very difficult. Digital shopping has replaced the personal, at-the-door customer interaction that was the hallmark of the company.”
Founded in 1952, Schwan’s Home Service quickly became synonymous with convenience and quality. The company’s signature route drivers, often recognized by their distinctive trucks, delivered a wide variety of frozen products, including ice cream, pizza, seafood, and meat.
In 2022, they rebranded and became, Yelloh. The trucks were redesigned to reflect the changes and the hope was to improve sales.
Now, the news of Schwan’s closure has come as a shock to many customers who have relied on the company for their frozen food needs for years, sharing fond memories of Schwan’s route drivers and products.
The last day that customers can order products, will be November 8th. Schwan’s (which is a separate thing entirely from Yelloh) operates and will still operate a separate wholesale frozen food business.
As Schwan’s prepares to wind down its operations, it remains to be seen what will happen to the company’s employees, assets, and iconic brand. Some industry observers have suggested that there may be opportunities for other companies to acquire parts of Schwan’s business or to continue offering similar services.
CEO Bernardo Santana said in a statement: “It’s with heavy hearts that we made the difficult decision to cease operations of Yelloh. We are thankful to our many loyal customers and hard-working employees for everything they have done to support us.”
The closure of Schwan’s Home Service marks the end of an era for American consumers. The company’s legacy of providing convenience and quality frozen food will undoubtedly be missed by many.
