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It was once at the forefront of giving women jobs, but now this historic brand is in jeopardy
By Megan Harwood-Baynes, cost of living specialist
Tupperware has filed for bankruptcy in the US, putting one of the country’s most iconic brands in jeopardy.
The firm become so synonymous with food storage that the name is often used when referring to any plastic container.
Tupperware Brands Corporation said starting bankruptcy proceedings was the “best path forward” after exploring “numerous strategic options” to stay afloat.
The company was founded by Earl Tupper in 1938 in Massachusetts, inspired by a paint can. Tupper realised if he designed a similar seal for plastic storage, the airtight container could help families save money on costly food.
It revolutionised food storage, and its “burping seal” was patented in 1949.
Tupperware parties
The brand became well known for its Tupperware Parties, with women encouraged to sell products to friends and neighbours from their own homes. At a time when women were often denied entry into the workforce, it provided a form of income for many.
It was popularised by saleswoman and marketer Brownie Wise, who helped develop the “party plan” marketing scheme now used by businesses such as make-up brand Avon.
But where it was once iconic, in recent years it has struggled to keep up with modern trends and fight off rivals who have been able to make food containers that often sell for cheaper prices.
Tupperware sales improved during the early days of the COVID pandemic, but overall they have been in steady decline since 2018.
Tupperware said it would ask the US bankruptcy court for approval for it to carry on operating during the proceedings – so we may not have seen the end of it just yet.