A long-standing coffee brand made a rare move by updating its label for the first time in 133 years. On National Coffee Day, the company announced a temporary switch to Maxwell Apartment, a symbolic step meant to reflect rising living and brewing costs today.
The parent company, Kraft Heinz, issued a press release to explain the intent. The product inside the canister remains the same in taste, aroma, quality, and ingredients.
The update tied to the holiday also launched a limited Amazon offer: four 27.5‑oz canisters for $39.99. The bundle is framed as a 12‑month “lease” to help households save money versus daily café runs.
This introduction previews what follows: what changed on the label, why the timing mattered, what stayed identical for loyal customers, and what the move signals for the brand and the broader beverage industry.
Key Takeaways
- A historic brand temporarily rebranded to reflect modern budget pressures.
- The announcement coincided with National Coffee Day to boost visibility.
- Kraft Heinz confirmed the product formula and quality stayed unchanged.
- A limited Amazon bundle offers a year’s supply framed as a cost-saving lease.
- The move is symbolic and aimed at helping consumers afford at-home coffee today.
Maxwell House Name Change: From Maxwell House to “Maxwell Apartment”
For the first time in 133 years, the brand rolled out a new package title timed to National Coffee Day on Sept. 29. The update swapped the familiar label for Maxwell Apartment, while the blend inside stayed the same.
The company issued a formal release to explain that this is a marketing shift and not a recipe rewrite. Officials framed the move as a limited-time run tied to a special Amazon “lease” bundle meant to help homes stock up affordably.
- Visual change only: cans read Maxwell Apartment, product contents unchanged.
- Timed reveal: announced on National Coffee Day to maximize attention in a busy news cycle.
- Historic moment: the first packaging update in the brand’s 133‑year history.
This brief, promotional rename mirrors recent brand experiments with short campaigns. It sets up the next section, which explains why the company chose this moment to spotlight affordability and at‑home coffee options.
Why the brand is changing its name to meet today’s consumer
Rising living costs and grocery bills are reshaping how people pick their daily brew. Nearly a third of U.S. households rent, and median asking rent in the 50 largest metros sits just above $1,700. Those obligations tighten monthly budgets and shift priorities.
At the same time, coffee prices have jumped sharply. CPI data shows coffee up 20.9% year‑over‑year and 3.6% month‑to‑month. Roasted coffee rose 21.7% and instant 20.1% annually, reflecting tariffs and production headwinds.
What that means: consumers who once stopped for a café cup may now opt for reliable at‑home brewing to stretch their dollars. Grocery options feel safer when prices and rent squeeze wallets.
Kraft Heinz framed the move around value. Holly Ramsden, Head of Coffee for North America, noted that two‑thirds of American adults drink coffee every day and emphasized delivering the same taste while supporting smart choices.
- Rent pressures raise the appeal of at‑home coffee and steady pricing.
- CPI figures show significant coffee inflation that influences shopping.
- The symbolic label connects the brand to real household trade‑offs today.
What’s changing—and what stays the same for fans and customers
Packaging gets a fresh look for a short run, yet the roast, aroma, and recipe stay exactly the same. This is a temporary rebrand that swaps the label while keeping the familiar brew profile intact for long-time coffee lovers and new customers.
Temporary rebrand only: the product inside every canister preserves the same taste, aroma, quality, and ingredients. Fans can brew and prepare exactly as they always do without adjusting recipes or equipment.
How the 12‑month “lease” offer works
The promotion bundles four 27.5‑oz canisters on Amazon for $39.99 with an official playful lease to sign. It’s framed as a 12‑month supply to simplify shopping and lock in predictable spending for frequent brews.
- Value and savings: the brand claims more than $1,000 in annual savings versus daily café runs, noting typical monthly café costs often exceed $90.
- Supply stability: multiple canisters reduce repeat trips and exposure to fluctuating retail prices.
- Limited time offer: the bundle is a short‑term campaign meant to help households stock up affordably.
In short, the canisters carry a new look but the same beloved taste. The playful lease framing highlights value while keeping the product experience seamless for loyal drinkers and casual coffee shoppers alike.
What this limited-time rebrand signals for the coffee brand’s identity and loyalty going forward
This limited-run label swap shows how legacy firms use short experiments to spark talk while keeping trust. It places the campaign alongside other playful renames and underscores that the product itself stays constant.
Kraft Heinz and the makers of maxwell house framed the move as value-driven, aimed at people balancing rent and grocery costs. By centering fans who drink coffee every day—including two-thirds of American adults—the company leans into real habits, not a fleeting stunt.
The result may strengthen loyalty: reassuring customers that the same coffee and experience remain while offering smart choices for home brewing. Over time, this time-boxed approach can keep the coffee brand relevant to lovers of routine and to a third of households renting today.
