Time to grab a new version of the coffee that’s good to the last drop.
Despite being known as Maxwell House since its 1892 launch the famous coffee brand is getting a new name: Maxwell Apartments.
The Kraft Heinz-owned brand—originally named in honor of its first major buyer: Maxwell House Hotel in Nashville—shared in a Sept. 26 press release that the move comes at “a time where value matters now more than ever,” as customers “seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home.” And Maxwell House wants to meet coffee-loving renters in their space.
It’s also a reminder to caffeine lovers that the 133-year-old brand is synonymous with great tasting, affordable coffee, meaning they can enjoy a quality cup without the cafe price tag.
To that end, starting on Sept. 29, National Coffee Day, coffee-lovers can get limited-edition Maxwell Apartment canisters, featuring a 12-month supply of coffee, mirroring many renters' 12-month lease length.
“Two-thirds of American adults drink coffee every day,” Kraft Heinz Company’s Head of Coffee, North America Holly Ramsden said in the press release, “which can add up quickly, especially these days.”
Ramsden shared that she and Maxwell House believe “no one should have to go without great tasting coffee.”
“Maxwell Apartment delivers the same delicious taste people know and love,” she added, “at a value that celebrates all our fans are doing to make smart choices in their lives.”
But Maxwell Apartment isn’t the only brand to go through a name change in recent months. Iconic home goods store Bed Bath & Beyond made a return after filing for bankruptcy in 2023, greeting customers with the new name: Bed Bath & Beyond Home.
The new flagship store opened in Nashville in August, and as a tribute to its original origins, promised to honor any old coupons from the original chain that customers kept over their years.
"This isn't just a store,” Brand House Collective CEO Amy Sullivan said in a press release, “it's a fresh start for a brand that means something special to so many families.”