The end of Schwan's home delivery

Yelloh, the frozen food delivery service formerly called Schwan’s Home Delivery, which had once been known for its reach with rural Americans and its direct-to-consumer business model, is closing its doors on Friday after decades of decline.

I refuse to call it "Yelloh". It's like calling the Sears Tower anything but the Sears Tower regardless of who owns the building.

Schwan's was pretty common around here as well (the northern Chicago suburbs). I would see these trucks very often making deliveries to people's homes. When my kids were in grade school Schwan's ran a monthly fund-raising opportunity for the school district.

Per the New York Times the Schwan's name was sold to a South Korean company in 2019 and lives on in various frozen foods brands like Red Baron Pizza. With an already declining home delivery business due to services like Instacart and Uber Eats the renaming to "Yelloh" killed what was left.

Change is always inevitable but it's always sad to me when iconic brands come to an end.