Camilla Jessen
After the cult brand Tupperware went bankrupt, they are now relaunching in Europe.
Once a cult kitchen brand known for its airtight containers and legendary home parties, Tupperware is making a comeback in Europe after facing bankruptcy just two years ago.
A Household Name in the 20th Century
Founded in the United States in the 1940s, Tupperware became a kitchen staple by keeping food fresh longer.
By the 1950s and 1960s, its signature “Tupperware parties” had grown into major social gatherings, making the brand as much about community as it was about containers.
Decline and Bankruptcy
Despite its iconic status, Tupperware struggled to keep pace with changing consumer habits and growing competition.
Once a global powerhouse, the company filed for bankruptcy in several countries, marking the end of an era for a brand that had defined home storage for generations.
A French Investor Steps In
Now, a French investor is spearheading Tupperware’s European relaunch.
According to Freundin, the revival will begin in France, Germany, Belgium, Italy, and Poland, aiming to win back customers with both nostalgia and innovation.
Tupperware Parties Stay Alive
One of the most recognizable parts of the brand — direct sales through Tupperware parties — will remain at the heart of the strategy.
Organizers hope the familiar model can reconnect with older fans while also appealing to younger households looking for functional kitchenware.
New Materials, New Range
This time, the product line will go beyond plastic.
The updated catalog will feature solutions made from glass, stainless steel, and recycled plastics, alongside the classic airtight containers.
The goal is to match consumer demand for more sustainable and versatile kitchen products.
Mixing Old With New
By combining its traditional designs with modern materials, Tupperware aims to bridge the gap between its loyal customer base and a new generation that values durability and eco-friendliness.
A Second Chance for a Classic
The relaunch marks a rare second chance for a brand that once seemed destined for extinction.
Whether Tupperware can regain its former status remains to be seen, but its revival is already sparking curiosity — and perhaps even the return of the living-room sales party.
