Schwan’s Home bids adieu to Impromptu Gourmet

Schwan’s Home Service Inc., a subsidiary of The Schwan Food Co., is selling one of its chief e-commerce and direct marketing properties.

Schwan’s, No. 82 in the Internet Retailer Top 500 Guide, is selling Impromptu Gourmet its food catalog and e-commerce business to M&S Fine Foods Inc., a specialty food direct marketer and online retailer, for an undisclosed price.

M&S will continue to operate the brand using the Impromptu Gourmet name and maintain a separate catalog and web site, the company says.

Schwan’s Home Service will operate the Impromptu Gourmet business for M&S Fine Foods for the next several months as the brand transitions from one company to another, Schwan says.

Schwan’s Global Supply Chain Inc., another Schwan subsidiary, also will continue to produce Impromptu Gourmet items for M&S Fine Foods.

The transition is expected to be complete in August. Schwan’s gourmet food line started in 2003 as the Schwan’s Select business. The name was changed to Impromptu Gourmet products in 2004. “This sale will allow us to focus on our core home service business,” says Schwan executive vice president Bill McCormack. “M&S Fine Foods’ core business is food catalogs and the Impromptu Gourmet brand will fit nicely into their catalog business and enable the brand to continue to grow.”