Schwan's Home Delivery to undergo rebrand

Schwan’s Home Delivery has made a major announcement: the service will rebrand and become Yelloh, beginning this year. The company has been delivering its Schwan’s branded products to customers’ homes since 1952, and will now undergo a transition to pay homage to the brand’s delivery vehicle color with a new name.

"Schwan's Home Delivery was started in 1952 as a new business model for selling my family dairy's ice cream," said Paul Schwan, executive chairman of Yelloh. "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."

Starting today, the Schwan's Home Delivery name and brand identity will begin its transition to Yelloh, with full implementation expected in early 2023.. The new name and brand identity “captures the company's optimistic spirit and unabashed enjoyment of delivering delicious frozen food to millions of customers,” according to the company.

 Schwan’s frozen own brand products span dozens of categories. The company, based in Minnesota, has nearly 4,000 employees and operates more than 300 fulfillment centers nationwide. The company says current customers will continue to receive delivery during the rebranding process.

"Bold, courageous change is in our company's DNA, and evolving from Schwan's Home Delivery to Yelloh is another exciting step in our journey," said Joe Kirby, president and chief executive officer of Yelloh. "In addition to evoking our iconic yellow delivery vehicles, Yelloh is a greeting commonly used in place of 'hello' between people who are familiar with one another, 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."