Maxwell House, an iconic American coffee brand, has revealed plans to temporarily rebrand itself as “Maxwell Apartment.” The decision marks the first name change in the company’s 133-year history.

The move, announced by Kraft Heinz—the parent company of Maxwell House—aims to align with modern consumer priorities. A press release stated the rebrand reflects the growing trend of Americans prioritizing value in daily life, particularly in housing. “In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live,” the statement read.

Data from the Census Bureau indicates that nearly one-third of U.S. households rent rather than own homes, while median rental prices in major metro areas exceed $1,700. Holly Ramsden, head of coffee for North America at Kraft Heinz, highlighted the financial strain on consumers, noting that two-thirds of American adults drink coffee daily.

The rebrand includes a “12-month lease” offer, allowing customers to purchase a year’s worth of coffee at an affordable rate. Despite the name change, the coffee blend will remain unchanged, with the company emphasizing that “taste, aroma, quality, and ingredients” will stay consistent.

Kraft Heinz stated the temporary shift underscores its commitment to meeting consumer needs, asserting, “Maxwell House believes no one should have to go without great tasting coffee.”