Submitted graphic This year, Schwan’s Home Delivery trucks will be getting a new look to go with a new name.

MARSHALL — Their signature yellow delivery trucks have been a familiar sight around Marshall for decades. And starting this year, Schwan’s Home Delivery will be using that idea as the company moves forward with a new name.

On Friday, Schwan’s Home Delivery announced that it will be changing its name and brand to Yelloh.

“We wanted something that hearkened back to our heritage,” said Paul Schwan, executive chairman of Yelloh.

The transition to the Yelloh brand is expected to be complete by the beginning of 2023. Current Schwan’s Home Delivery operations will continue as normal while the new Yelloh logo and branding are applied to food packaging, delivery vehicles and more.

Yelloh will continue to operate under the ownership of the Schwan family, and remain headquartered in Minnesota, Schwan said this week.

“It’s not a change of who we are,” Schwan said.

The announcement comes as Schwan’s Home Delivery marks its 70th anniversary as a family-owned food delivery business.

“Schwan’s Home Delivery was started in 1952 as a new business model for selling my family dairy’s ice cream,” Schwan said. “Since the beginning, our can-do attitude coupled with a desire to meet people where they’re at is what has made our company so special. As Yelloh, we will continue to operate as the same solutions-focused food delivery service that keeps our customers’ freezers stocked and their families happily fed.”

“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 CEO 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. Embracing personal connections that form between our people and the communities we serve has set us apart for seven decades and is our biggest advantage in the highly competitive food delivery marketplace.”

In the years since 1952, Schwan’s Home Delivery expanded from selling Schwan’s ice cream to delivering a wide variety of frozen foods to customers. Currently, the company has around 4,000 employees and more than 300 neighborhood centers, a Friday news release said.