Once a kitchen staple and later a relic of the past, Tupperware is making a stylish comeback in Europe—this time with a twist. Forget the dusty plastic tubs stuffed in the back of the cupboard; the brand is reinventing itself with sleek designs, eco-friendly materials, and a fresh appeal to a new generation of home cooks.
From trendy pop-up stores to a wave of nostalgia-fueled social media buzz, Tupperware is proving that good design—and a solid lunchbox—never go out of style.
According to the news publication IOL, Cédric Meston, who is a businessman from France, has acquired Tupperware France and plans to relaunch the brand in key European markets, including Belgium and Germany.
The publication mentions that the move follows the parent company’s bankruptcy in September 2024. Tupperware faced financial struggles, increased competition, meal delivery services, and changing consumer attitudes towards plastic, according to IOL.
“His goal is to relaunch the brand in France, Belgium, Germany, Italy, and Poland, with operations expected to resume as early as April.”
The Plastic News publication states that Cédric and business partners Augustin Rudigoz and Aymeric Porte, along with Tupperware’s French management, plan to bring the brand back to Europe. It is stated that the deal includes the acquisition of the French branch from the company holding 99 percent of its parent company in liquidation.
The above source also mentions that Cédric expects sales to reach 100 million euros (R2.1 billion) by the end of the year through a modernised “Tupperware party” direct sales method. “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,” states the Plastic News.
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