Yelloh, folks! Schwan's Home Delivery goes with a colorful rebranding

The new brand name, which plays well with the frozen food home delivery firm’s distinctive yellow trucks, is meant to capture the company’s "optimistic spirit."

Schwan's Home Delivery is rebranding to Yelloh, the firm announced Friday, March 18, 2022. The rebranding should be completed by the start of 2023.
Contributed: Rending by Schwan's Home Delivery
We are part of The Trust Project.

MARSHALL, Minn. - Yelloh, neighbor!

Schwan’s Home Delivery is taking a friendly, Midwestern turn with its name, rebranding to Yelloh.

The switchover, announced Friday, March 18, is expected to be fully implemented by the start of 2023.

The new brand name, which plays well with the frozen food home delivery firm’s distinctive yellow trucks, is meant to capture the company’s “optimistic spirit,” the third-generaltion family-owned firm announced in a PR Newswire release.

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


Schwan’s Home Delivery started in 1952 in Marshall with deliveries of ice cream from the family’s dairy. In 1953, the firm’s truck was painted a creamy yellow and the “Inca gold” shade remained the firm’s signature color.

"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."

Schwan's Home Delivery operations will proceed uninterrupted while the transition to Yelloh is applied to food packaging, delivery vehicles, uniforms, signage, print materials, digital and social media properties, and more.

Schwan's Home Delivery is a direct-to-consumer frozen food delivery company that provides customers with a variety of frozen products, including ice cream, pizza, meats and seafood, breakfast foods, desserts and more. The family-owned company has almost 4,000 dedicated employees and more than 300 neighborhood centers nationwide.

Helmut Schmidt is a reporter for The Forum of Fargo-Moorhead's business news team. Readers can reach him by email at, or by calling (701) 241-5583.
What to read next
New job numbers from the Minnesota Department of Employment and Economic Development show seasonally-adjusted unemployment held at 1.8% in July, holding at an all-time low reached in June.
The afternoon celebration, by invitation-only, gathered about 100 guests.
Rachel Johnson brings over 20 years of economic development experience to the organization.
Addressing public safety through "activation" events and gatherings is a top priority for Downtown Duluth.