MARSHALL (KMHL)- Schwan’s Home Delivery is taking a friendly, Midwestern turn with its name, rebranding to Yelloh.

The switchover, announced Friday, March 18, is expected to be fully implemented by the start of 2023.

The new brand name, which plays well with the frozen food home delivery firm’s distinctive yellow trucks, is meant to capture the company’s “optimistic spirit,” the third-generation family-owned firm announced in a PR Newswire release.

Yelloh will continue to operate under the ownership of the Schwan family and remain headquartered in Minnesota as it has for 70 years.