Tupperware relaunching in five European countries

Tupperware containers will be back on the market in five European countries in April 2025, thanks to a deal led by a French entrepreneur.

The outlook for the highly indebted plastic household and kitchen container producer Tupperware Brands Corp. has at times appeared bleak, following the company filing for Chapter 11 bankruptcy protection in September 2024. That announcement came with a decision to close its sole remaining U.S. production site in Hemingway, S.C., and to transfer production to Tupperware’s existing Lerma, Mexico, plant.

Last fall the Orlando, Fla.-based company reached an agreement with a group of secured lenders that saved the company from liquidation, although officials said its initial focus would be on global core markets including the United States, Canada, Mexico, Brazil, China, South Korea, India and Malaysia.

It is likely now, however that Tupperware will also continue in Europe, with announcements by French entrepreneur Cédric Meston during a March 25 news conference and in a subsequent social media post.

Meston and business partners Augustin Rudigoz and Aymeric Porte, and Tupperware's French management, lead by Geoffroy Destexhe, want to bring Tupperware back to Europe.

He has prepared for this with the March 18 acquisition of the company's French branch from the company that holds 99 percent of its parent company in liquidation.

The deal enables a comeback for the Tupperware brand not only in France, but also in Belgium, Germany, Italy and Poland, where sales ceased in January 2025 on account of the U.S. bankruptcy protection filing.

Having acquired corresponding exclusive distribution rights from Tupperware Brands Corp., Meston says Tupperware containers will reach the market again in these five European countries in April 2025.

Meston indicates that he could relaunch research and development in Belgium, and maybe acquire a factory in Poland to support the revived Tupperware business.

He expects sales to reach 100 million euros ($107.8 million) by the end of the year via a modernized version of the traditional "Tupperware party" direct sales method through 20,000 established sales consultants who will be retained.

The Tupperware party concept was initially highly successful by utilizing direct personal contacts but since its peak in the 1960s and 1970s has more recently suffered loss of business to low-cost competitors, especially through online competition.

The company has also suffered losses in sales due to development of ready meal delivery services and as consumers sought to reduce their plastic consumption.

Meston started his career in 2016 at business consultants McKinsey and subsequently co-founded the French start-up Happyvore, which has become one of the leading providers of vegetable-based meat substitutes in France.

While Meston has the CEO role at the revised European Tupperware business, his business partner Augustin Rudigoz takes on the role of chief operations officer and chief of staff. Together with the other business partner Aymeric Porte, Rudigoz co-founded Mobeye, a solution to encourage in-store growth, which they sold to the Dutch Roamler group in 2021.