Tupperware’s revival: French entrepreneur takes charge to rekindle the iconic brand
Tupperware faces a comeback as French entrepreneur leads the way in reviving the brand
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For decades, Tupperware was a household name in food storage and a social phenomenon through its famous home-selling parties.
When production ceased in December 2024, it marked the end of an era, and left many longtime customers devastated.
However, there’s now a glimmer of hope for Tupperware enthusiasts, as a French entrepreneur is spearheading an ambitious plan to bring the brand back.
A fresh start for Tupperware in Europe
French businessman Cédric Meston has taken ownership of Tupperware France and is planning to relaunch the brand in key European markets, including Belgium and Germany.
His announcement follows the American parent company’s decision to drastically scale back operations after filing for bankruptcy in September 2024.
Years of financial struggles, increasing competition, the rise of meal delivery services, and shifting consumer attitudes towards plastic had put Tupperware on a downward trajectory.
By the end of 2024, the company was handed over to creditors, who implemented a recovery plan that saw Tupperware withdrawing from all but eight of the 67 countries where it previously operated. This meant the loss of production and distribution licences, leading to widespread closures.
Aiming for a comeback in April
At a press conference in Paris, Meston revealed that he had acquired the entirety of Tupperware France from its Belgian owners.
His goal is to relaunch the brand in France, Belgium, Germany, Italy, and Poland, with operations expected to resume as early as April.
Meston, who co-founded the plant-based food company Happyvore, is partnering with entrepreneurs and Tupperware’s existing management team for the relaunch.
Future plans
The new owners have set an ambitious target of reaching €100 million in revenue by the end of 2025, with a network of 20,000 independent sales representatives.
Negotiations are currently underway with the American parent company to secure new licensing agreements for the European market. "It's a matter of hours or days before we get the green light," Meston stated, indicating that the revival plan is moving forward rapidly.
However, uncertainty still surrounds the fate of the former Tupperware factory in Belgium. The facility, which employed around 220 people, was forced to shut down at the end of 2024 after losing its production and sales licence.
In February, the factory officially filed for bankruptcy, and it is unclear whether it will play a role in the brand’s revival.
With Tupperware’s legacy spanning decades, hopefully its return to Europe could mean a comeback for South Africans who have relied on the brands durable, reusable containers for generations.
Whether this revival will bring lasting success remains to be seen, but for now, fans of the brand have reason to hope.
IOL Lifestyle