Iconic American coffee brand Maxwell House has announced a temporary name change, rebranding itself as “Maxwell Apartment” for an unspecified period. The decision, made by Kraft Heinz—the company that owns the brand—comes after 133 years of operation.
The move aims to align with evolving consumer preferences, according to Kraft Heinz. A press release stated the rebrand reflects “the reality of today’s consumers,” particularly the growing trend of renting smaller living spaces over purchasing homes. Data cited by the company noted that nearly one-third of Americans now rent their residences, with median asking rents in major U.S. metro areas exceeding $1,700.
Holly Ramsden, Head of Coffee, North America at Kraft Heinz, highlighted the financial pressures faced by consumers, stating that coffee consumption “can add up quickly.” The brand is offering a 12-month “lease” on coffee, promising to maintain the same blend, taste, aroma, quality, and ingredients.
The rebrand emphasizes affordability, with Kraft Heinz asserting that “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.”
