Maxwell House is moving on from, well, Maxwell House.

The coffee brand, owned by Kraft Heinz, announced last week that it was rebranding to Maxwell Apartment, to reflect living standards nowadays.

“In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live,” the company said in a press release.

The intention of the name change is to “meet the need of today’s consumer” — and serve as a reminder that the coffee remains “great tasting” but, more importantly, is as “affordable” as ever.

Nearly one-third of Americans chose to rent their homes versus purchasing, according to data from the Census Bureau, per Fox News .

The median asking rent in the 50 largest U.S. metropolitan areas was more than $1,700, according to recen

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