After 70+ Years, This Frozen Food Truck Won’t be Roaming Michigan Neighborhoods

A bit of my childhood is about to die this fall as a once popular frozen food delivery service is about to call it quits.

Before there was Uber Eats, before there was Door Dash (and Grubhub and Deliveroo), and before Meijer, Walmart, and Kroger would bring groceries to your door, there was Schwan's.

The frozen-food delivery service, which was rebranded as Yelloh in 2022, announced this week that it will cease operation in November.

Schwan's in Michigan

Were Schwan's deliveries a part of your childhood? Growing up in Northern Michigan, my mom would order frozen food on a regular basis. It was typically ready-to-heat meals that could popped in the oven after a busy workday, but I remember a fair amount of ice cream treats as well. I blame the colorful brochures that made everything look so delicious.

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The company was founded in Minnesota in 1952 and eventually grew to deliver frozen food to almost every US state.

Why is Yelloh Going Out of Business?

While you might think the pandemic would have presented an opportunity for Yelloh to thrive, the company cites "insurmountable business challenges and changes to consumer lifestyle" for its demise.

In a press statement, Board member Michael Ziebell says the company has seen widespread staffing issues and food supply chain issues since the pandemic.

According to USA Today, changing lifestyles and increased competition have been challenging the company's survival for over 20 years.

"Digital shopping has replaced the personal, at-the-door customer interaction that was the hallmark of the company," Ziebell says.

The last day food orders can be made via Yelloh trucks is Friday, November 8.