Did Maxwell House coffee change its name to Maxwell Apartment?

In fall 2025, a rumor claimed that after more than 130 years, the household brand Maxwell House coffee rebranded itself as "Maxwell Apartment."

The claim spread on X, TikTok and Facebook.

But those attached to the 133-year-old coffee brand can rest assured that, while it is true that Maxwell House launched "Maxwell Apartment," the name change was not a permanent rebrand. It was a temporary marketing campaign to coincide with National Coffee Day on Sept. 29 each year. 

As of early October, products with the "Maxwell Apartment" name had sold out and were no longer available.

Kraft Heinz, Maxwell House's parent company, announced the campaign on Sept. 25, 2025. According to the announcement, the campaign included cheaper coffee. "In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home," the announcement read.

With the promotion, for less than $40, consumers could buy a 12-month supply of "Maxwell Apartment" coffee —which the company said was identical to the traditional "Maxwell House" coffee — on Amazon.com. The canisters bore the name "Maxwell Apartment" and came with a "12-month lease" for the buyer to sign. The company claimed the deal could save someone more than $1,000 on coffee "compared to daily café runs."

In the Sept. 25 statement, the company said the promotion would continue "until supplies last."

Days later, on Sept. 29 (National Coffee Day), Maxwell House published a video on its Instagram account to launch the promotion (archived):

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Maxwell House (@officialmaxwellhouse)

"Available for a limited time only," the narrator said. "And seriously, it's the exact same coffee."

The caption on the video included an Oct. 2 edit saying, "Update: Maxwell Apartment has sold out." A visit to the Amazon.com Maxwell House store (archived) on Oct. 3 showed no "Maxwell Apartment" canisters for sale. 

Snopes emailed Kraft Heinz asking when exactly "Maxwell Apartment" coffee sold out. We also asked for the company's response to criticism and confusion over the temporary name change. We will update this report if the company responds.

The marketing stunt came as coffee prices rose in the U.S. due to President Donald Trump's tariffs on imports. 

This was not the first notable promotional campaign by Maxwell House. For example, for decades the company has offered customers a haggadah — the text recited during the ritual meal on the first two nights of Passover, the Jewish holiday that celebrates Moses' and the Hebrews' exodus from Egypt — for free, with a $3 shipping fee.