Why Maxwell House Is Changing Its Name After 133 Years

Maxwell House Gets a Modern Makeover

Few American brands carry the same long-standing legacy as Maxwell House. For over a century, it has been a familiar presence in kitchens, diners, and offices, with its slogan, “Good to the Last Drop,” becoming iconic—even referenced by U.S. presidents.

Founded in 1892 in Nashville, Tennessee, Maxwell House built its reputation on comfort, family, and tradition, symbolizing warmth and stability across generations.

However, times are changing, and Kraft Heinz recognizes that younger consumers face smaller living spaces and tighter budgets. Nearly a third of Americans now rent their homes, prompting the company to adapt the brand to modern lifestyles.

After 133 years, Kraft Heinz has launched a bold rebrand: Maxwell House will now be called Maxwell Apartment. The company emphasizes that the flavor remains unchanged while the new name better reflects “how and where people actually live today.”

The rebrand has drawn mixed reactions. Some praise the effort to modernize a beloved brand, while others view it as unnecessary or out of touch with consumers.

Critics suggest the new name highlights economic challenges rather than celebrating resilience. Despite this, Kraft Heinz insists the message is about making “smart choices” in contemporary life, not about decline.

Whether “Maxwell Apartment” will succeed or falter, the rebrand has certainly sparked conversation and nostalgia for the classic Maxwell House—proof that few brand changes evoke such strong feelings over a “last good drop.”