On September 25, 2025, Kraft Heinz announced that its flagship coffee brand Maxwell House would be rebranded as “Maxwell Apartment.” The change was made to better reflect the brand’s positioning in a market where value and convenience are increasingly important to consumers.
The rebranding aligns with the growing trend of renters—nearly one‑third of Americans who choose to lease rather than own homes—by positioning the coffee as a “real coffee for real people” that offers affordability and quality. Kraft Heinz highlighted the brand’s long‑standing “Good To the Last Drop” legacy as a foundation for this new identity.
By targeting cost‑conscious consumers and reinforcing Maxwell House’s reputation for value, Kraft Heinz aims to strengthen the brand’s relevance in the U.S. retail coffee segment, potentially boosting market share and supporting future sales growth.
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