A beloved frozen food brand is set to disappear from American streets this fall, marking the end of an era that spanned over seven decades. The company, which has undergone a significant rebranding effort in recent years, has struggled to adapt to the shifting consumer landscape and will cease all operations in November.
Citing unsustainable business hurdles and a dramatic shift in consumer behavior, the company’s leadership acknowledged that the decision to shut down was a difficult but necessary one. The perfect storm of staffing shortages, supply chain disruptions, and intensified competition has proven insurmountable, according to Board Member Michael Ziebell.
The company, founded in 1952 as Schwan’s Home Delivery, had grown to become a household name, with its bright yellow trucks delivering frozen meals to thousands of families across the country. Despite its efforts to revamp its image and appeal to a new generation of consumers, the brand ultimately failed to keep pace with the rapid rise of digital shopping.
As the company prepares to wind down its operations, the focus has turned to supporting its 1,100 employees nationwide. “Our priority now is to ensure our dedicated team members are taken care of during this transition,” said Ziebell.
The final day of sales will be November 8, marking the end of an era for a brand that has been a staple in many American communities. In a statement, CEO Bernardo Santana expressed his gratitude to the company’s loyal customers and hardworking employees, saying, “We are deeply saddened by the need to close our doors, but we are proud of the legacy we’ve built together.”
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