End of an era for Tupperware as the popular brand files for bankruptcy

The future of Tupperware, a company that has been synonymous with food storage for decades, is anything but certain after the popular brand filed for bankruptcy.

Once a household staple, Tupperware’s recognisable plastic containers have long graced kitchen shelves worldwide. However, despite its lasting popularity, the company has struggled with declining demand and mounting losses in recent years.

As a result, the company and a number of its subsidiaries have voluntarily filed for Chapter 11 bankruptcy in the United States.

Tupperware plans to get court approval to keep operating during the process and hopes to continue offering its products through sales consultants, retail partners, and online. The company will also seek approval to explore selling the business, aiming to protect its iconic brand.

Laurie Ann Goldman, President and Chief Executive Officer of Tupperware told customers that after exploring “numerous strategic options” their recent decision to file for bankruptcy is “the best path forward”.

“Whether you are a dedicated member of our Tupperware team, sell, cook with, or simply love our Tupperware products, you are a part of our Tupperware family. We plan to continue serving our valued customers with the high-quality products they love and trust throughout this process,” Goldman said.

“Over the last several years, the Company’s financial position has been severely impacted by the challenging macroeconomic environment. As a result, we explored numerous strategic options and determined this is the best path forward.

“This process is meant to provide us with essential flexibility as we pursue strategic alternatives to support our transformation into a digital-first, technology-led company better positioned to serve our stakeholders.”

Tupperware was invented in the late 1940s by Earl Tupper, who was driven to find a way to keep food fresh for longer. Tupper’s breakthrough came in the form of airtight, watertight plastic containers that sealed in freshness like no other product at the time. Despite its superior quality, Tupperware faced challenges in gaining retail popularity.

The turning point came with the involvement of Brownie Wise who recognised Tupperware’s potential and became the driving force behind its success. Wise pioneered home party sales, where housewives hosted gatherings to showcase and sell Tupperware, providing customers with firsthand experience with the product and fostering social connections.

Under Wise’s leadership, Tupperware became a cultural sensation. Her innovative sales model, combined with Tupper’s groundbreaking product, revolutionised the direct sales industry, empowering women as entrepreneurs.

Over the years, the brand has expanded its product line to include a variety of kitchenware, adapting its sales approach to incorporate e-commerce and social media.

-with Reuters.