The Rebrand Nobody Saw Coming

Kraft Heinz says the new name is about staying culturally relevant. With nearly one-third of Americans renting apartments, the company claims Maxwell Apartment reflects the modern lifestyle of its audience.

Holly Ramsden, Head of Coffee for North America, called it a “celebration of smart choices” during a challenging economy.

But fans of the old Maxwell House aren’t convinced. The brand that once symbolized cozy kitchens and family breakfasts is now being tied to urban apartments and minimalist living.

Is this clever marketing—or a betrayal of a 133-year legacy? Only time will tell.