Why Maxwell House Is Changing Its Name
Maxwell House Becomes Maxwell Apartment
For over a century, Maxwell House has been a staple in American homes,
famous for its slogan, “Good to the Last Drop.”
Founded in 1892 in Nashville, it symbolized comfort, family, and tradition across generations.
Now, Kraft Heinz is rebranding the iconic coffee brand as Maxwell Apartment,
aiming to reflect the “evolving realities of modern life.”
With nearly a third of Americans renting and living in smaller spaces,
the company says the new name aligns with how people live today while keeping the same flavor.
Reactions are mixed.
Some applaud the modernization, while others see it as tone-deaf,
arguing it emphasizes economic struggles rather than resilience.
Kraft Heinz insists the change promotes “smart choices,” not decline.
Whether Maxwell Apartment succeeds or falters, it has sparked debate and nostalgia,
proving the enduring emotional weight of a brand that has been part of American kitchens for 133 years.
