Why Maxwell House Is Changing
Maxwell House Gets a Modern Makeover
A Classic Brand
For over a century, Maxwell House has been a staple of American homes, known for its slogan,
“Good to the Last Drop.” Founded in 1892, it symbolized tradition and comfort.
A Shift in Strategy
Kraft Heinz says lifestyles have changed, with “nearly a third of Americans now renters,”
prompting a rebrand. The company will rename the coffee “Maxwell Apartment” to reflect how people live today.
Flavor Stays the Same
Despite the new name, the coffee’s taste will remain unchanged.
The company says the change is meant to align with “how and where people actually live today.”
Mixed Reactions
Some applaud the update as modernization,
while others criticize it as tone-deaf, arguing the name highlights economic strain.
The rebrand has sparked debate over nostalgia, marketing, and the evolving identity of American consumers.
