Tupperware is making a big comeback in 2025

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Tupperware makes a return

If you thought 2024 was the year of the death of Tupperware, then you’d, according to recent news, be fortunately mistaken.

The iconic plastic container brand is making a comeback in 2025, IOL reports, all thanks to one French entrepreneur.

According to reports, Cédric Meston has officially acquired Tupperware France and is leading the brand’s revival in Europe, with plans to relaunch operations in France, Belgium, Germany, Italy, as well as Poland.

This, of course, comes after the American parent company filed for bankruptcy in 2024, drastically cutting back operations, including in South Africa.

Meston is aiming for an April 2025 relaunch, complete with new products and a fresh marketing approach.The Franch entrepreneur also has ambitious plans to pull in €100 million (around R1.98 billion) in revenue by the end of 2025, powered by the help of 20 000 independent sales reps.

Final negotiations with the American parent company are still underway, but Meston is confident. “It’s a matter of hours or days before we get the green light,” he said.

Will it return to South Africa?

With the focus currently being on relaunching in Europe only, it’s not certain if the popular plastic containers will find it’s way back to South Africa anytime soon.

But we’ll keep our fingers crossed!

The history of Tupperware

Earl Tupper created Tupperware in the early 1940s and introduced the iconic products to the broader consumer market in 1946.

Tupper’s first consumer plastic products offered a unique benefit that traditional food containers did not, namely they were lighter and less likely to break than traditional glass and crockery.

With the onset of the post-war ‘baby boom’, many women focussed on caring for their growing families and Tupperware became increasingly popular.

The products were introduced in South Africa in 1964.