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Schwan’s, the iconic (and nostalgic) brand known for its home delivery of frozen food in bright yellow trucks, has undergone some significant changes in recent years. The disconcerting part is that not many noticed.
The original delivery platform you might say, first launched in 1952 with a young entrepreneur named Marvin Schwan. At 23 years old, Marvin started delivering his family’s homemade ice cream to rural homes in western Minnesota. This humble beginning with a beat-up van and 14 gallons of ice cream laid the foundation for the Schwan’s Company we know today.
The business quickly expanded, moving beyond ice cream to include frozen juices and fish by the 1960s. A pivotal moment came in the 1970s when Schwan’s began selling pizzas to schools and launched the iconic Red Baron brand for grocery stores. The jaunty yellow trucks became a familiar sight across the Midwest, delivering frozen food directly to customers’ doorsteps.
What Happened To Shwan’s?
In 2018, the Schwan family sold a majority stake in the Schwan’s Company to CJ CheilJedang, a South Korean food giant. This deal excluded Schwan’s Home Delivery, which remained under the Schwan family’s ownership.
In 2022, Schwan’s Home Delivery rebranded itself as Yelloh. This move aimed to modernize the brand and appeal to a wider customer base in the competitive food delivery market.
Like so many, Yelloh faced economic headwinds and rising costs in the post-pandemic world.
In 2023, the company went through a restructuring, resulting in layoffs and the closure of delivery centers. They reportedly laid off around 750 workers, and closed 90 delivery centers. Despite these changes, Yelloh continues to operate in 18 states with its signature yellow trucks, while deliveries in other areas are handled through UPS.
The Schwan family remains involved with Yelloh, and the company emphasizes its 70-year heritage while embracing innovation.
And yet, Yelloh faces the challenge of adapting to a changing market while staying true to its roots as a convenient and trusted frozen food delivery service. The name change hasn’t helped much since not many seem to know Yelloh…was originally Shwan’s
So , yes the Schwan’s name has changed, the yellow trucks and focus on frozen food delivery continue under the Yelloh brand, and are attempting a modern approach. The question is now, can they pass muster?
