After 133 years, the longtime coffee company, Maxwell House, will be rebranding itself as a depressing sign of the times.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company, said in a press release.
“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.”
The brand also claimed it would continue selling “great tasting, affordable coffee” because we’re living through “a time where value matters now more than ever.”
Maxwell Apartment will be available for a limited 12-month “lease” with the idea that consumers can stock up on the more-affordable coffee.
No one can afford a house anymore, so after 133 years Maxwell House is changing the name of their coffee to “Maxwell Apartment”.
What a strange time to be alive. pic.twitter.com/GXAvCoNuqI
— D. Dawg (@originalddawg) October 1, 2025
Maxwell House is competing with comparatively expensive coffee giants like Starbucks and is marketing its initiative as a way for consumers to save money, which it estimates at $1,000 annually.
X users, on the other hand, weren’t very supportive of the change and brought the jokes:
I just learned @Maxwell_House is releasing Maxwell Apartment coffee to make people who live in apartments feel good. I can’t wait for next years Maxwell HomeLess to make people who are homeless feel better. pic.twitter.com/NFz2Mhruah
— . (@MrKrisSteel) September 30, 2025
I thought this was a joke at first. What the hell
— Nick Hastings (@nickhastings_94) October 1, 2025
Maxwell Mental Institution ⚕️ pic.twitter.com/N17H5mRXS0
— Garbage Barbie (@garbagebarbie) October 2, 2025
Hollywood is quickly following suit with these changes:
“Little Apartment on the Prairie.”
“Full Apartment.”
“The Apartment on Haunted Hill.”
“Apartment of the Dragon.”
“Apartment, M.D.”— And Don’t Call Me Shirley. (@Meme_Behavior) October 1, 2025
This is the stupidest thing I’ve ever heard
— Enguerrand VII de Coucy (@ingelramdecoucy) October 1, 2025
— PattiO (@soylentbeige) October 2, 2025
Say, what?
“The coffee is Maxwell Apartment.” pic.twitter.com/tyQ3fuoILv
— ColdCathodeMan (@ColdCathodeMan) October 1, 2025
Maxwell House hired a big marketing firm and paid big money to change its name to “Maxwell Apartment.”
Marketing firm knowing this is woke bubble stupid laughing all the way to the bank: pic.twitter.com/sqT7K2faoa
— Jimmy Chill (@AntiGrifterInc) October 2, 2025
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