Founded in 1892 in Nashville, Tennessee, the brand built its reputation on comfort, family, and tradition — a symbol of warmth and stability across generations.

But times are changing. With younger consumers facing smaller living spaces and tighter budgets, Kraft Heinz says it wants to reflect “the evolving realities of modern life.” Nearly one-third of Americans now rent their homes, and the company claims it’s time for the brand to evolve with them.

That’s why, after 133 years, Kraft Heinz has unveiled a bold rebrand: Maxwell House will now be known as Maxwell Apartment. The company insists the change keeps the same beloved flavor while aligning with “how and where people actually live today.” Reactions, however, have been mixed. Some applaud the attempt to modernize a legacy brand, while others see it as tone-deaf or unnecessary.

Critics argue the new name highlights economic struggles rather than celebrating resilience. Still, Kraft Heinz maintains the message is one of “smart choices,” not decline. Whether “Maxwell Apartment” becomes a hit or a misstep, one thing is certain: few rebrands have stirred such debate — or such nostalgia for that last good drop.