I don’t like this name change. Iconic American coffee brand Maxwell House has announced it will change its name. The coffee company announced it will temporarily change its name to “Maxwell Apartment.” Fox Business had more context to share on Maxwell House’s name change and why they made the decision: Maxwell House is changing its name for the first time in its 133-year history. The coffee brand, owned by Kraft Heinz, will temporarily be renamed “Maxwell Apartment,” a move it said it made “to meet the needs of today’s consumer.” “In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live,” Kraft Heinz said in a press release. Nearly one-third of Americans chose to rent their homes versus purchasing, according to data from the Census Bureau. The median asking rent in the 50 largest U.S. metro areas was just more than $1,700, according to Realtor.com data. “Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at Kraft Heinz. The brand is offering a 12-month “lease” on coffee, which it says is designed to keep java lovers stocked with a year’s worth of coffee. Maxwell House coffee is changing its name for the first time in 133 years — and there’s a bizarre reason why https://t.co/OTn0DE3vCD pic.twitter.com/L8tw13kJV5 — New York Post (@nypost) October 1, 2025 The New York Post reported the ingredients will remain the same: While the coffee blend will remain the same with the same “taste, aroma, quality and ingredients,” the rebrand is in name only to represent the reality of today’s consumers. Nearly a third of Americans are now renting smaller places, rather than purchasing full-size homes — and the coffee giant wants to reflect that stat with its temporary rebrand. “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.”