Tupperware Faces Bankruptcy—But the Iconic Brand Isn’t Giving Up Just Yet

The name that changed the food storage industry is now forced to make changes itself.

Tupperware is synonymous with takeaway containers. When you say, “Do you have a Tupperware?” you don’t necessarily mean a brand-name Tupperware but rather any vessel that allows you to travel with your food.

That’s how impactful the company has been in the world of storage and organization. And yet, despite its history, Tupperware has filed for bankruptcy. The Florida-based consumer goods company said it would continue operating, so you’re likely going to continue to see the brand on the shelves—a tactic Tupperware says is intended “to protect its iconic brand.”

Related: Tupperware’s Future Is Uncertain, Company Says

“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,” Laurie Ann Goldman, the President and Chief Executive Officer of Tupperware, said in a press release. “We plan to continue serving our valued customers with the high-quality products they love and trust throughout this process.”

Tupperware’s golden days peaked in the mid to late 20th century. The containers were a storage staple, and women threw Tupperware parties out of their kitchens as a way to achieve financial independence. But with societal shifts, we’ve also changed the way we consume, with many buyers preferring more sustainable materials over plastic.

Related: Does This Hack for Cleaning Spaghetti-Stained Tupperware Work?

Luckily for Tupperware fans, just because the company filed for bankruptcy doesn’t mean the end is here. After all, General Motors, Marvel Entertainment, Delta Airlines, MGM Studios, Six Flags, and more have all filed for bankruptcy but eventually bounced back. And it seems the nostalgia could work in the company’s favor.

“I still have a ton of Tupperware from the early ’90s. Still holds up real nice,” a Reddit user wrote in the thread r/Nostalgia, to which another replied: “That’s why they’re going under. They made a product of such quality it didn’t need to be replaced!”

What is Tupperware planning to do now?

In the face of a potential downfall, Tupperware is pressing onward. It appointed a new management team this year, implemented a modern plan, and is trying to rebuild the business.

“Over the last several years, the company’s financial position has been severely impacted by the challenging macroeconomic environment,” Goldman said. “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.”

It’s unclear what the future holds for Tupperware, but the influence it’s had in kitchens everywhere is undeniable.

Related: 10 Genius Solutions for Organizing Food Storage Containers

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