Maxwell House Coffee Changes Name to Maxwell Apartment for Limited Time
“To celebrate the name change, Maxwell Apartment is offering a ’12-month lease’ of their coffee as a way for consumers to stock up on coffee for the entire year, according to the news release.”
Maxwell House has changed its name to Maxwell Apartment because people have been renting more than buying a house.
Maxwell House, the coffee brand that sits in many Americans’ pantries, is rebranding for the first time in 133 years to Maxwell Apartment, for a limited time, to meet the needs of consumers in 2025.
“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 brand said in a news release published to Kraft Heinz’s website, its parent company.
To celebrate the name change, Maxwell Apartment is offering a “12-month lease” of their coffee as a way for consumers to stock up on coffee for the entire year, according to the news release.
The Maxwell Apartment bundle costs $39.99. You will also receive “an official Maxwell Apartment ‘lease’ to sign.”
One canister costs $13.
“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 the Kraft Heinz Company.
So I guess buying Maxwell Apartment will help you save up for a house?
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Comments
Is renting coffee like renting beer?
Include me out.
Forget brand names. Anyone who is serious about producing a quality cup of joe at home should be buying whole bean coffee, and grinding those beans just before the coffee is brewed.
Burr grinder, French press
Burr grinder, yes. $23.95 Mr. Coffee drip coffee maker suits me fine. Yeah. I am so unrefined and crude I don’t even own a German car.
We have a Bunn at the house. $100 but it makes hot not warm coffee and is fast
You got it! That’s my morning ritual.
A good combo. A regular electric spice grinder or coffee grinder, combined with a pour-over carafe and filter from Bodum or other brands, also work very well.
After living in Atlanta, GA for 14 years, I was packing my belongings to finally make my way back to Texas, where I belong. As I disassembled my drip coffee maker, imagine my horror when I discovered a dessicated “Palmetto bug’ wedged in the valve mechanism. Yes, these days I demand transparency in my coffee making rig.
So… you found a cockroach. 🤣
Your coffee buddy.
Yikes TMI dude.
Can’t be as bad as that coffee they run through a Civet cat first….
I use a very exotic brand of coffee filter; only one store offers them. Great Value is the brand.
I do that but I grind the coffee the night before to allow the volatile organic compounds to oxidize….
but I don’t tell anyone to avoid being labeled a Vegan among Java drinkers.
The first rule of grind club is you don’t talk about grind club….
The second rule of grind club….🤫
I’ve got a percolator going on my propane stove right now. Makes coffee any strength you want depending on how long you let it go.
This makes zero sense. If you rent a house, it doesn’t magically turn into an apartment.
Virtue signaling…
Stupid virtue signaling.
It’s not supposed to make sense. It’s Advertising!
And, while I originally thought this idea was idiotic, now I see people talking about Maxwell House everywhere. Lots of free advertising from this.
Ty, I am still trying to suss this out.. And MH is the brand we use.
Maybe they hired the PR Beer Lady
Stupid.
dictionary.com lists 23 definitions for “house” as a noun.
“Maxwell House” is an example of the 11th definition:
Which has nothing to do with the 1st definition:
EXACTLY!!!!!
Maxwell House’s own website says the brand is named after the Maxwell House Hotel. Which in turn was named for the builder’s wife (her maiden name was apparently Maxwell). All in all, a weird thing to change.
It was there that Teddy Roosevelt complimented them on their coffee…” Good to the last drop.”
Haven’t you heard of vicarious puns?
Um, no.
Did they ever find out what was wrong with the last drop?
https://i.ebayimg.com/images/g/HXUAAMXQR4FRlER7/s-l1200.jpg
Their legal department received a shake-down lawsuit from one of the Nader front groups demanding, “Is the last drop not good? Or should the slogan be ‘Up to and including the last drop’? ‘
No matter what they did, it always fell in your pants.
An ad so old they still featured white couples.
The way it should be.
This is a joke? Right? But it seems discriminatory. Maxwell Tent? or Maxwell Unhoused?
Maxwell Double-Wide.
Maxwell Motor Home.
Maxwell Quonset
Maxwell Hooch
Maxwell Hootch! I’d buy that for a dollar!
Maxwell Hovel
.
Maxwell yurt
Maxwell RV (EV)
Maxwell Shotgun
Maxwell Motel?
No tell.
Maxwell Smart, and loving it!
Coffee with Alexa? Who knew? (I’m a Hubitat Elevation man myself…)
They hired that gay guy from Jaguar. This is his big idea.
I guess that means the French press will be referred to as “Undocumented” since it doesn’t have papers .
Surely this is just a joke, right?
Right?
City governments see it as a threat to their property tax assessments and are trying to ban Kuerig single cup machines as well as single family housing….
😁
Letitia James will claim that it makes less cups so she can obtain a more favorable loan.
I’d ban Keurig for being Keurig.
The text here and at USA strongly imply that there are price advantages to this arrangement, but what they are is totally unexplained. Is this a “subscription” service like Amazon’s Subscribe and Save?
It was a little confusing when I read it. Sounded like a 4 can bundle was going to last a year? Or you could sign up with Maxwell House itself and they would send you a four pack every month? I don’t get what they think this is going to do for them, it’s just silly
Where do they think you’ll be able to store your mass quantities of coffee in your tiny apartment?
Gevalia one-upped them a long time ago if that’s the case.
This is not going to convince poor planners that throw money away on rent to ditch their Starbucks addiction and buy your bargain grounds.
I am not a coffee snob, but Maxwell Abode and Folgers just don’t cut it when you want a good cup of coffee.
Folger’s became outright undrinkable 25 years or more ago.
I am a SoCal boy. I miss the days of Manning’s. Where is MJB? Where is Yuban?
One of the best canned coffee was Chock full o’Nuts, especially the jingle.
Folgers is all we drink. My grandparents always had Chase & Sanborn
Your grandparents had cast iron stomachs with ceramic lining.
We have a Folger’s factory at the foot of the High Rise in New Orleans East.
Love the smell when I drive to work, but I know for a fact the coffee is absolute shite.
I think it’s pretty good marketing. It is absolutely apolitical, and can’t offend anyone who would normally buy their product. Is it silly and pointless? Sure but it’s getting them lots of attention…even from us.
My first thought. Somebody’s desperate for attention. The Starbucks-inspired craze for overly expensive and niche exotic roast blends rendered the old standbys irrelevant. Gotta get to the front of the line somehow!
Meanwhile, Cracker Barrel fired marketing firm Prophet, the brainiacs behind their failed rebranding, and announced some corporate restructuring. Maybe they will now focus on, you know, actual food.
Cracker Barrels problem is that woke CEO chick and their board. Until they get rid of them they are going to have problems
I had to check to see if somehow I had been hijacked to the Babylon Bee! This has to be a stupid joke.
If your coffee is so bad that you have to rely on gimmicks, then maybe you should try another coffee during the term of the lease.
There are so many coffees out there. It’s tough to get your name in the daily conversation. This is a pretty decent attempt at a gimmick for eyeballs. Inoffensive and just a mild social comment.
I have a feeling that Maxwell Apartment Coffee might be wearing a sombrero in a few days.
It appears I could not care less about the subject. If it results in sales, good for them. We usually by Cubano Expresso, or Kauai Coffee. Re Cubano, my wife likes Bustelo, I Cafe La LLave. All three are with strong flavor.
I have no idea what Maxwell thinks they are doing … just fishing for eyes, I guess.
But I do have to say that my standard coffee, these days, is
Maxwell House French Roast
That’s my daily coffee and I love it. Unfortunately, it’s a little difficult to find, I have to buy it through Amazon. It’s not as cheap as normal Maxwell House but it fits my taste perfectly. I’m always stocked up with, at least, 8 or 9 cans of it stored away (just in case).
MHFR is the condo version of the Maxwell Apartment. A bit more expensive, but with some additional amenities
Yes, but it has an HOA with specific restrictions on the cups into which it is poured.
I find that bog standard Maxwell House coffee tastes terrible. Their classic roast in the red cans is tolerable. I usually find it in office kitchens and hunting cabins. Basically, wherever people who do not care are in charge of making the purchase.
Yeah, I can’t stand Maxwell regular roast. I used to buy a huge can to hold for emergencies (it was so cheap) … and then an emergency would come and I’d start drinking it and curse Juan Valdez.
But I love the French Roast. That’s all I drink, now.
“nearly a third opting to rent. . . .” IOW, the overwhelming majority of Americans, including Maxwell’s coffee market, still aspires after (achieves?) home ownership! Wokeism strikes again!
I’m not old enough to drink coffee.
I. Do. Not. Care.
There is a special edition in Portland:
Maxwell Encampment
Maxwell Chaz?
Funny, when I read Frank Herbert’s “Dune”, I don’t remember any reference to the “Great Apartments of the Lansraad”….
That had me spit out my Non-Maxwell Apartment Coffee. LOL!
Coming next month: New “Maxwell Hovel.”
Maxwell Gaza Edition. Comes with a pack of fire crackers
“Better coffee a millionaires money can’t buy”. Hers the rub for Maxwell House. The coffee market is fractured. Do they really think Gen Z and Millennials buy their product? Hell no. They go to Starbucks or have Nespresso. They might even have their own Espresso machine. Personally I have not bought a can of ground coffee in over 40 years.
I buy whole bean at Trader Joe’s; not any of the fancies or exotics. Or, a bag of 8 O’Clock whole bean; Walmart has a good price on it.
That was Chock Full O’Nuts.
When one loses his job and comes cup in hand, will he be evicted?
Maxwell Hospice for aging boomers like me.
This story is from the Babylon Bee right?
Really. And I checked my calendar–six months until April 1.
Juan Valdez is the leasing agent
Juan. Valdez was deported last week. He entered the US on an H1b Visa and neglected to submit a PERM application for a green card.
They should have marketed this as a smaller container of coffee beans with different hipster flavors. IDK they could’ve called it Apartment Homebrew. .
For the dollar general stores, they can market Maxwell Section 8.
The coffee is mediocre, so they have to try other marketing methods.
Merits aside, I’m glad to see that the Kraft Heinz Company has awoken and is thinking about how to get back in the game. They have been asleep behind the wheel for a long time.