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Coffee Icon Changing Its Name for First Time in 133 Years — but It Won't Be Permanent
Maxwell House offers a 12-month supply of coffee for under $40 to highlight affordability amid rising living costs and changing housing trends, Kraft Heinz said.
- A limited-time rebrand launched on September 25, 2025, renaming Maxwell House to Maxwell Apartment as part of a marketing campaign by Kraft Heinz Company.
- Kraft Heinz said the campaign responds to changing housing and spending patterns, tying the rebrand to rising apartment living as nearly a third of Americans now rent rather than buy.
- The campaign offers a 12-month 'lease' to stock a year's supply of coffee, with the $39.99 bundle including four 27.5-ounce canisters; the company claimed the deal could save more than $1,000 annually, starting on National Coffee Day and available on Amazon while supplies lasted.
- Customers can still buy classic Maxwell House products in stores and online, while industry commentators called the Maxwell Apartment promotion a playful stunt and social media users mocked it on X.
- The 133-year-old Maxwell House, known for its 'Good to the Last Drop' motto and made in Jacksonville, emphasizes its heritage as Kraft Heinz rebrands temporarily to Maxwell Apartment.
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Total News Sources13
Leaning Left1Leaning Right4Center6Last UpdatedBias Distribution55% Center
Bias Distribution
- 55% of the sources are Center
55% Center
C 55%
R 36%
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