March 18, 2022

After 70 years, Schwan’s Home Delivery will be changing its name.

The new brand is called Yelloh, which the company says captures its “optimistic spirit and unabashed enjoyment of delivering delicious frozen food to millions of customers spanning three generations as a family-owned business.”

Yelloh will continue to operate under the ownership of the Schwan family and remain headquartered in Marshall, Minnesota, as it has for 70 years.

“Schwan’s Home Delivery was started in 1952 as a new business model for selling my family dairy’s ice cream,” executive chairman Paul Schwan said in a statement. “Since the beginning, our can-do attitude coupled with a desire to meet people where they’re at is what has made our company so special. As Yelloh, we will continue to operate as the same solutions-focused food delivery service that keeps our customers’ freezers stocked and their families happily fed.”

In addition to evoking the company’s signature yellow vehicles, the name is a greeting used in place of “hello” between people who are familiar with each other, president and CEO Joe Kirby said.

“And it felt right as we continue to evolve our company to meet the needs of our customers. Embracing personal connections that form between our people and the communities we serve has set us apart for seven decades and is our biggest advantage in the highly competitive food delivery marketplace.”

The transition to Yelloh will begin immediately and is expected to be fully implemented by the beginning of next year. The company said current Schwan’s Home Delivery operations will proceed uninterrupted while the transition to Yelloh is applied to food packaging, delivery vehicles, uniforms, signage, print materials, and digital and social media properties.