Posted on 10/01/2025 9:48:04 AM PDT by DFG
Changes are brewing — and they could be a sign of a decline in living standards.
Maxwell House recently announced it will be changing its name for the first time in 133 years, rebranding to “Maxwell Apartment.”
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.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company, said in a statement, implying that drinking Maxwelll Apartment at home can help consumers save up to buy a house more quikly.
“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.”
The American coffee brand is offering a 12-month “lease” of Maxwell Apartment coffee to keep coffee lovers stocked up with a full year’s worth of coffee.
For $39.99, fans can snag four 27.5-ounce canisters of Maxwell Apartment coffee on Amazon. To put it into perspective, just one 27.5-ounce canister of Maxwell House coffee is about $13 on Amazon.
Along with the rebranded canisters, customers will get an official Maxwell Apartment “lease” they can sign.
(Excerpt) Read more at nypost.com ...
Missed it by that much (as long as the thread’s about Maxwell stuff).
Kind of tacky, but these days any price break is welcome.
Do people really still drink that sh*t? SMH
Maxwell’s Silver Hammer
Reconditioned coffee grounds, I presume?
How about Maxwell Tent-City?
I’m still waiting for them to tell us what is wrong with the last drop.
From the corporate “horse’s mouth, it’s all about getting into the News.
https://news.kraftheinzcompany.com/press-releases-details/2025/For-the-First-Time-in-133-Years-Maxwell-House-Rebrands-as-Maxwell-Apartment/default.aspx
Maxwell Tarp. There were folks living in holes in the ground in thr local park, back in 2020.
Is this apart of the you will own nothing theme?
Will I actually own this coffee?
Dumb name change. Management can’t leave things alone. This will hurt the brand.
Maxwell Equations?
I have to admit, Maxwell coffee is the kind that you rent rather than buy. Right next to the “Red, White and Blue” beer.
How about “Maxwell Bunion” to reflect the fact that younger folks will be walking a lot more since they won’t be able to afford a car until they’re 50.
Another woke cow, Holly Ramsden, trying to ruin a company.
I am not a fan of Maxwell’s Silver Hammer. Shoulda have been left off the album.
Yeah, I’m sure there are tons of coffee drinkers in apartments who will now switch to your brand because that offensive word “house” is gone.
DEI Board of Directors writ large.
“”Maxwell Duplex sounds way better.””
I don’t know. I kinda like the sound of “Maxwell Trailor”. Much cheaper than “Maxwell Apartment” and yet, more room to grow.
Maxwell doublewide
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