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Maxwell House Becomes Maxwell Apartment: Coffee's Bold Rebrand

10/2/2025

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Summary

Story summary

Maxwell House rebrands to Maxwell Apartment, the first change in 133 years to reflect needs.
The move ties to Americans renting smaller homes rather than buying.
A 12-month 'lease' for coffee at $39.99 claims over $1,000 in annual savings versus café prices.
Holly Ramsden of Kraft Heinz says the coffee's quality remains unchanged, while social media mocks the campaign.

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Story summary

Maxwell House rebrands to Maxwell Apartment, the first change in 133 years to reflect needs.
The move ties to Americans renting smaller homes rather than buying.
A 12-month 'lease' for coffee at $39.99 claims over $1,000 in annual savings versus café prices.
Holly Ramsden of Kraft Heinz says the coffee's quality remains unchanged, while social media mocks the campaign.