Yelloh says Goodbye

Yelloh a direct-to-consumer frozen food delivery company has announced its closing after 72 years in business. Founded in 1952 and better known by its previous name, Schwan’s Home Delivery, the company hit a high note in the 1970s and ’80s by delivering ice cream to rural areas of the U.S. in their signature yellow trucks. Part of why this is on Brand New is because most of the news stories cite their rebranding to Yelloh in 2022 and abandoning the equity of their name as one of the main reasons the company struggled but, more likely, the rise of home delivery services like Instacart, Uber Eats, and Doordash that were faster, cheaper, and had more options was the real culprit. If you have a New York Times subscription or have a free article left, they have an excellent in-depth article abo