Frozen meal delivery service Yelloh, formerly known as Schwan's, will be permanently parking its yellow trucks this fall, the company announced Monday.
The frozen food brand, which has been in business for 72 years, will cease all operations in November, citing "insurmountable" business challenges and changes in consumer lifestyle.
Board Member Michael Ziebell said in a press statement that the company had been fighting against the nationwide staffing issues and food supply chain issues caused by the pandemic.
“These challenges, combined with changing consumer lifestyles and competitive pressures that have been building for over 20 years, made success very difficult," Ziebell said. "Digital shopping has replaced the personal, at-the-door customer interaction that was the hallmark of the company."
Schwan's Home Delivery rebranded to Yelloh in 2022
The Minnesota-based company began as Schwan's Home Delivery in 1952, eventually growing to regularly provide frozen meals to thousands of households across almost every U.S. state from a fleet of iconic yellow trucks.
The company rebranded to Yelloh in 2022 but stuck to its tagline of being the "original frozen food company." Yelloh currently employs about 1,100 employees nationwide.
"Our concern is now for our employees and caring for them," Ziebell said in a statement. The last day products may be purchased via Yelloh trucks will be Friday, Nov. 8.
"It’s with heavy hearts that we made the difficult decision to cease operations of Yelloh," CEO Bernardo Santana said in a press statement. “We are thankful to our many loyal customers and hard-working employees for everything they have done to support us."
This article originally appeared on USA TODAY: Yelloh, formerly Schwan's, closing down frozen food delivery company