Maxwell House is changing its name for the first time in 133 years, rebranding to “Maxwell Apartment” — and critics blasted the move as “woke bulls**t.”
Parent company Kraft Heinz announced the rebrand, which launched on National Coffee Day Monday. The coffee blend will remain the same with the same taste, aroma, quality and ingredients.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” Holly Ramsden, Head of Coffee for North America at the Kraft Heinz Company, said. “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 company 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, customers can purchase four 27.5-ounce canisters of Maxwell Apartment coffee on Amazon while supplies last. One 27.5-ounce canister of regular Maxwell House coffee costs about $13 on Amazon.
Critics blasted the move —
What is this woke bullshit? https://t.co/uT07KCCKWN
— Dalton Pruitt (@daltonleepruitt) October 1, 2025
“NOW we know where the marketing team that gave us the new logo and decor for Cracker Barrel went,” another user said.
Oh FFS @KraftHeinzCo did you really do this?😱
You realize "house" references Maxwell's house, not the buyer's house right?
You realize people want products that speak to their dreams and aspirations right?
Did you get your marketing people from Bud Light and Cracker Barrel?🤦♀️ pic.twitter.com/dktwROZ1Ra— BrassDragonDefense (@ZeeBrassDragon) October 1, 2025
Kraft Heinz defended the rebrand as a reflection of the changing landscape of American home ownership.
“Today, Maxwell House rebrands to ‘Maxwell Apartment’ to meet the needs of today’s consumer and remind fans the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home,” the company said.
“As a real coffee for real people, with its ‘Good To the Last Drop’ legacy, the name change celebrates the same principle that guided Maxwell House for more than a century – smart choices add up and choosing Maxwell House means enjoying a quality cup of coffee without the cafe price tag.”
Maxwell House was named after the Maxwell House Hotel in Nashville, Tennessee, not a residence.