A Twin Cities grocery delivery business that abruptly shut down over summer resumed operations Tuesday with a new name and a marketing plan to win customers back.

The fleet of 60 yellow trucks belonging to St. Cloud-based CobornsDelivers hit the streets in the metro area yesterday, bringing dinner to doors across the metro area for the first time since is predecessor Simon Delivers closed in July.

"There is lots of excitement in the air and we are happy to be back up an running," said Liwang Ojala, general manager. "Customers seemed to be excited, too, with a few even hugging drivers who brought groceries to their door."

Coborn's inherited Simon's customer list of 19,000 people, but it's not immediately clear how many resumed service. Those that do are being greeted with expanded product line, lower prices and a flat delivery fee of $5 for orders of $50 or more. The fee under Simon Delivers was $9.95, Ojala said.

In an effort to attract new customers, the company is offering promotions for free delivery. For current or former customers, Coborns is honoring all Simon Delivers gift cards and free delivery passes until the end of the year. In the near future, the company will include "totenotes" with orders to alert customers of upcoming specials before they are announced online.

All customers will have access to the company's "Full Circle" line of than 2,500 naturally grown or organic products. Shoppers using the online service also will be able to buy Coborn's meats and baked goods along with scores of products that are featured under its "Food Club" label. Prices will be "competitive with Cub Foods and Rainbow Foods," Ojala said.

Coborn's, which owns and operates 34 Coborn's and Cash Wise grocery stores throughout the Midwest, will make deliveries six days a week. The company will serve most communities in the metro area from its distribution center in New Hope.

That's where more than 200 employees are back on the job. They were out of work for two months after Simon Delivers idled its trucks, citing high fuel costs as the reason it closed its doors after nine years. Coborn's is looking to bring that total to 230 in the coming months, Ojala said.

Shoppers can register at www.cobornsdelivers.com or by calling 763-971-4900.