Maxwell House is changing its name to align with the nationwide living situation amid rising home prices. The coffee giant, owned by Kraft Heinz, is rebranding for the first time in its 133-year history to “Maxwell Apartment.”
“Today, Maxwell House rebrands to ‘Maxwell Apartment’ to meet the needs of today’s consumer and remind fans the brand is synonymous with great tasting, affordable coffee,” the brand said in a Sept. 25 press release. “In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home.”
The recent name change, which is a temporary promotion, “celebrates the same principle that guided Maxwell House for more than a century — smart choices add up and choosing Maxwell House means enjoying a quality cup of coffee without the cafe price tag,” the brand explained.
Starting Sept. 29, National Coffee Day, Maxwell Apartment is offering consumers a 12-month “lease” of its coffee, available on Amazon, while supplies last. The year-long supply includes four 27.5-ounce canisters of Maxwell Apartment coffee for $39.99. It’s “designed to save coffee enthusiasts more than $1,000 annually,” according to the brand.
“Two-thirds of American adults drink coffee every day,3 which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company. “Maxwell House believes no one should have to go without great tasting coffee and Maxwell Apartment delivers the same delicious taste people know and love, at a value that celebrates all our fans are doing to make smart choices in their lives.”
Despite the limited-time rebrand, Maxwell Apartment will continue to deliver the “same delicious taste, aroma, quality and ingredients.”
