Tupperware Brands filed for bankruptcy protection on Tuesday, after years of struggling with poor demand for food storage containers and mounting financial losses.
Here’s a look at some of the key moments in the journey of a brand that was once a mainstay of American kitchens:
1940s
The company is named after chemist Earl Tupper, who invented plastic containers from polyethylene slag waste produced in the oil refining process at the DuPont factory.
Mass-produced in many colors after the Great Depression to help war-weary families save money on food waste, the designs do not sell in supermarkets.
Brownie Wise, a consulting writer, is working with Tupper to switch to a “party program” marketing strategy by holding Patio Parties where he persuades women to sell to him, according to Smithsonian Magazine.
Wise’s strategy boosts Tupperware’s popularity. One woman he hired sells 56 dishes in one week, according to the magazine.
1950s
Wise, the creator of the Tupperware party, was made vice president of marketing for Tupperware Parties Inc.
Tupper endorses the “Tupper Seal”, which refers to the airtight and leak-proof nature of the lids of its containers that keep leftovers fresh.
However, in 1958 after achieving success, Tupper decided to sell the business to Rexall Drugs, now Dart Industries, for $16 million and fired Wise.
1960s
Tupperware’s new owner is expanding the business into Europe, Central and South America, which is rapidly expanding overseas, often through in-person marketing strategies such as Tupperware parties.
1970s
The company made different containers and also entered the toy market.
Tupperware is best known for the Shape-O Toy, a bright plastic ball with cutouts that match the yellow plastic shape. The colorful treats are still on sale, according to food blog Chowhound.
Sales exceeded half a billion in 1976, according to the Encyclopedia website.
1980s
Founder Tupper dies in 1983 and several Tupperware patents expire.
Several competitors ranging from unapproved plastic food storage containers to major players like Rubbermade and Glad are entering the market with cheaper options than Tupperware.
Its sales and profits begin to decline, and due to the labor problem that stems from women joining the workforce, reducing their time to attend events.
In 1986, Dart Industries and Kraft Inc. split, reversing its 1980 merger, making Tupperware part of a new company, Premark International. Refreshes products to include Sandwich Keeper and Lunch ‘N Bags sets.
1990s
Sales in the US declined even though international business grew. Rick Goings, the manager of direct sales leader Avon, took over as president in 1992.
The company moved into direct mail, sending unsolicited catalogs in 1992 in an effort to cut costs and strengthen recruiting efforts.
Profits improved in the mid-1990s, in part due to major product innovations between 1994 and 1996, according to the Encyclopedia website.
In May 1996, Premark founded Tupperware, which was listed on the New York Stock Exchange as a private public company.
2000s
Business took off and the company struck a deal with Target Corp, allowing the grocery chain to sell its plastic containers in its US stores in 2002.
2020s
Tupperware is enjoying a resurgence in sales and popularity during the crisis as more Americans return to cooking at home between the streets.
But as margins ease, the company’s margins take a hit from rising costs tied to raw materials and labor and supplies.
The business is also benefiting from an increase in free-to-go boxes after pandemic-era executive orders and increased competition from Newell Brands, which makes Rubbermaid, FoodSaver and Ball glass jars and Clorox’s GladWare.
The company’s stock is falling in 2023 as it raises doubts about the future, delays in the annual report and breach of debt obligations.
The stock is caught up in the “meme stock” frenzy, where retail investors link to social media and focus their bets on struggling companies with short interest.
In September, Bloomberg News reported that the company was preparing to file for bankruptcy. A day later, it filed for bankruptcy protection, but said it would continue to sell the products while the case was pending.
-Savyata Mishra, Reuters
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