A historic change is happening for Maxwell House, a coffee brand with a rich 133-year legacy. The company, owned by Kraft Heinz, is temporarily rebranding itself as "Maxwell Apartment." This shift aims to resonate with modern consumers who prioritize value in their everyday lives, especially in housing. With many Americans opting to rent rather than buy homes, the brand is tapping into this trend by offering a unique coffee "lease" program.
• The new coffee lease allows customers to purchase four 27.5-ounce canisters of Maxwell House Original Roast Ground Coffee for $39.99, a significant savings compared to buying individually.
• Coffee prices are rising sharply, with the consumer price index showing a 20.9% increase over the past year, the highest since 2011.
• This pricing trend is driven by global production challenges and increased costs from tariffs on imported coffee.
This rebranding and pricing strategy is crucial as consumers face rising costs in many areas, including coffee. By adapting to these market conditions, Maxwell House aims to maintain its relevance and support its loyal customers during tough economic times.
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