Introduction to Maxwell House’s Name Change
An American coffee giant is downsizing — but only in name. Maxwell House recently announced it is changing its name for the first time in its 133-year history to “Maxwell Apartment.”
Reason Behind the Name Change
Why? Well, with “nearly a third (of Americans) opting to rent versus purchase a home,” according to the U.S. Census Bureau, the brand says it’s aiming to help today’s consumer, who faces rising coffee and home prices, save with affordable coffee. “Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said Holly Ramsden, head of coffee for North America for Kraft Heinz, Maxwell House’s parent company, in a press release.
The New Maxwell Apartment
Maxwell House is now Maxwell Apartment. Kraft Heinz 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.
Celebrating National Coffee Day
To celebrate National Coffee Day, which was on Sept. 29, the brand is offering customers a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide — four 27.5-ounce canisters of Maxwell Apartment coffee for $39.99. (For context, a single, 27.5-ounce canister of Maxwell House coffee is about $13 on Amazon.) The company cites statistics that say java drinkers could save more than $1,000 a year with the offer, compared to daily coffee shop runs.
The Limited-Time Rebrand
Along with what the brand is calling a “full year of coffee,” the bundle of rebranded canisters, which is available on Amazon, will come with an official Maxwell Apartment “lease” to sign. Maxwell House says the limited-time rebrand to Maxwell Apartment is in name only and the product inside is the same in “taste, aroma, quality and ingredients.”
Other Brand Name Changes in Recent Years
Brand name changes, both temporary and permanent, seem to be all the rage as a marketing device. Most recently, in January, Starbucks changed its name on its website and app to “The Starbucks Coffee Company,” though its legal name remains the Starbucks Corporation. Coors Light announced earlier that month that it was temporarily changing its name to “Mondays Light” in support of people who went too hard on Super Bowl Sunday. In October 2024, Goldfish briefly changed its name to “Chilean Sea Bass” in a cheeky ploy to appeal to adults. And in September 2024, The Campbell Soup Company permanently dropped the “soup” from its name, rebranding as The Campbell’s Company after more than 100 years.
Conclusion
In conclusion, Maxwell House’s decision to change its name to Maxwell Apartment, even if temporary, reflects the brand’s effort to adapt to changing consumer behaviors and preferences. By offering a more affordable option without compromising on quality, Maxwell Apartment aims to make great-tasting coffee accessible to everyone.
FAQs
- Q: Is Maxwell House changing its formula?
- A: No, the product inside remains the same in taste, aroma, quality, and ingredients.
- Q: How long will the Maxwell Apartment name be used?
- A: The rebrand to Maxwell Apartment is described as a limited-time change.
- Q: Where can I buy Maxwell Apartment coffee?
- A: The rebranded coffee is available on Amazon, among other possible retailers.
- Q: What is included in the 12-month “lease” of Maxwell Apartment?
- A: The offer includes four 27.5-ounce canisters of Maxwell Apartment coffee for $39.99, along with an official Maxwell Apartment “lease” to sign.
