French entrepreneur wants to relaunch Tupperware in Europe
A French entrepreneur has bought Tupperware France and plans to relaunch the brand in several European countries, including Belgium and Germany.
Tupperware, the maker of the iconic plastic food containers, filed for bankruptcy in September after years of financial difficulties. The American company struggled with fierce competition, the rise of home meal delivery and a trend among consumers to reduce their use of plastic.
Tupperware was taken over by its creditors in late 2024, who drew up a recovery plan to get the company back on track. The company decided to withdraw from all but 8 of the 67 countries in which it operated, revoking manufacturing and distribution licences across Europe.
Return in April
At a press conference in Paris on Tuesday, entrepreneur Cédric Meston announced that he had bought "100 per cent of Tupperware France", which "belonged to a Belgian company". From April, the brand will return to France, Belgium, Germany, Italy and Poland, according to Meston.
By June, Meston hopes to have the French Tupperware branch out of protective proceedings by presenting a new business plan to a French commercial court. Meston, co-founder of Happyvore, a manufacturer of plant-based meat substitutes, will take over the business with entrepreneurs Augustin Rudigoz and Aymeric Porte, and will work with the current management team.
Renegotiating licences
The new owners are targeting a turnover of 100 million euros by the end of 2025, with 20,000 independent sales representatives. Meston said he was renegotiating the exploitation and distribution licences for various European countries with the American parent company. "It is a matter of hours or days to get the green light," he said.
Whether the Tupperware factory in the Belgian city of Aalst is also part of the relaunch plan is not yet clear. The Aalst factory, which employed around 220 people, was forced to shut down operations at the end of 2024 after losing its licence to produce and sell Tupperware. The factory officially filed for bankruptcy in February.
© AFP PHOTO / ALAIN JOCARD
Related news
