Why has Kraft Heinz brand Maxwell House changed its name to Maxwell Apartment? CWEB business analysts weigh in on this temporary change and have analysed the strategy. The change is likely to bring increased sales of the popular coffee brand and also may give coffee fans a break from a daily run for coffee. The strategy is likely to work but to what extent remains to be seen.

Maxwell House has changed its brand name to Maxwell Apartment in a bid to play on words and drum up additional business. The coffee brand owned by Kraft Heinz is offering a year’s supply of its coffee at $40.

This deal on its specially packed coffee is available till supplies are available. It is referring to the deal as a 12-month lease.

Maxwell House has the same name for 133 years. However, its new temporary name of Maxwell Apartment is a nod to modern day lifestyles where apartment leasing is more common than renting or buying a house. With this strategy it hopes to retain as well as get new customers to lock in the use the iconic brand for a minimum of 12 months. 

The new deal termed Maxwell Apartment will make the specialty coffee cheaper by roughly 10 cents per ounce. The brand says that coffee drinkers can save more than $1,000 when compared with daily café runs. 

Although $1000 is insufficient for the down payment of an apartment in any major town in the US, leave alone a home, it is a saving considering the rise of both coffee and home prices. 

Kraft Heinz has said that it will be splitting into two halves each of which will be independent as reported by CWEB Business News in an earlier article. This new strategy by Maxwell House might create a buzz and increase sales as well as create better awareness of the brand as it moves away from parent Kraft Heinz to parent American Grocery Co., in the near future.