Shares in Tupperware have fallen by more than 50% after the food storage brand filed for bankruptcy last week.
The brand's very name "conjures images of plastic food boxes" and buying parties in "comfortable suburban homes", said the Financial Times. And for the generations of people who grew up with Tupperware as a fact of life, said The New York Times, the news has "unlocked an airtight seal of nostalgia".
The US brand was formed in 1946 by Earl Tupper, who patented the containers' flexible airtight seal. It was a "major innovation", said the BBC, because it kept food fresh for longer. Not only was this "invaluable" at a time when refrigerators were still out of financial reach for many households, it also represented convenience for the growing number of working women looking to batch cooking and leftovers to feed their families.
It was the "pioneering saleswoman" Brownie Wise who turned the brand into a "household name" by promoting "Tupperware parties", where a network of sellers, almost all of them women, hosted informal Tupperware events at their homes.
A "combination of factors dragged the company down", said the Financial Times, including a "patchy global distribution network" and "the increasing anachronism of house party sales in the age of online shopping".
But "no matter what happens with the brand", said The New York Times, "the name Tupperware will never go away" because "many consumers will continue to refer to their resealable food containers as Tupperware" regardless of their actual manufacturer. "That may have been a part of Tupperware's problem", with cheaper competitors encroaching on its territory and benefitting from its name. |