Annisa Essack | kzn@radioislam.org.za
12 April 2023 | 11:45 CAT
2 min read

Photo Credit: Tupperware

Synonymous with food storage, the Tupperware name is used when referring to any old plastic container. But rising debt and falling sales have prompted a warning that the 77-year-old US company, once famous for its revolutionary airtight sealing business, could go bust without investment.

The company was founded in 1946 by inventor Earl Tupper, but its public face was a woman: Brownie Wise.

Tupper’s product was a big deal – it utilised new plastics to keep food fresh for longer – invaluable when refrigerators were still too expensive for many – but until Wise came along, it was not selling. Her innovative style and sales figures caught the eye of Tupper, and she was promoted to the executive level when women were largely excluded from the boardroom.

Tupperware parties made it an icon during the 1950s and 1960s consumer revolution, and its airtight and water-tight containers took the market by storm.

In recent years, sales have declined despite attempts to reposition the company and freshen up its products to appeal to the younger generation. Its core business model of using self-employed salespeople who sell primarily from their homes has become outdated.

While Tupperware was a “miracle product” when first sold decades ago, the market has recently been flooded by companies offering cheaper alternatives. The company has tried diversifying its strategy, expanding its range to include other cooking products. But had the changes come a decade ago, ten years ago, the firm might be in a different position now.

But now, there is no time for Tupperware bosses to wonder what might have been. The company could go bust without a rapid cash injection – and with such a well-known brand name, the prospect of a retail giant like Walmart or even Amazon swooping in cannot be ruled out, but fears are growing that without significant fresh financial backing, the lights on Tupperware’s party could go out for good.