American coffee brand Maxwell House has announced plans to rebrand to Maxwell Apartment to meet the needs of the everyday consumer.
Owned by the North America division of the Kraft Heinz Company, Maxwell House says it is rebranding to reflect its legacy, “Good To the Last Drop”. In a time when almost a third of Americans are opting to rent instead of purchase a home, the name change aims to celebrate the principle that guided the brand – enjoying quality coffee without the café price tag.
To celebrate the limited-time rebrand, the company is offering consumers a 12-month “lease” of Maxwell Apartment coffee, which is designed save coffee lovers across the United States money. For less than US$40, consumers can stock their pantry with a full year of coffee to save coffee enthusiasts more than US$1000 annually.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” says Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company.
“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.”
