Tupperware reinvents itself for a longer shelf life

The plastic homeware brand is keeping things fresh with new products which will be sold at physical stores and online

- Chantal Sajan Senior Correspondent

(Above) Shoppers browsing products set up at a Tupperware Home Talk-up booth in Takashimaya in January 2026. The iconic kitchen storage brand is back after filing for bankruptcy in September 2024 with new owners who are selling the brand in retail stores rather than through direct sales with Tupperware parties in homes. There are no more home parties in Singapore.

(ST PHOTO: KIA CHEE SIONG)

For decades, Tupperware arrived not on the shelves of malls, but in the living rooms of homes through direct selling by a network of consultants.

But about two years ago, the cult kitchen brand founded by American businessman Earl Tupper in 1942, and which provided flexible work for women in a post-World War II world, filed for bankruptcy.

Tupperware Brands Corporation transitioned from a public entity to a privately held company following a court-approved sale in October 2024 to avoid total liquidation.

The Tupperware brand and its related operating assets are now owned by Party Products, a group of Tupperware's lenders including New York-based hedge funds Stonehill Capital Management and Alden Global Capital. It acquired Tupperware's global rights, brand and operations after the founding company became insolvent.

The new entity will initially focus on offering Tupperware products in certain core markets, including Singapore.

Tupperware's full range is now available at major department stores, including Metro, Tangs, Takashimaya, OG and Isetan. Expect to also see the complete lineup on Tupperware's official online stores on Lazada and Shopee, as well as its local distributor Fackelmann Singapore's webstore, from February.

And in the later part of 2026, there will be roll-outs at major supermarkets across the island.

In Singapore, Party Products' research shows that customers value the ease of buying directly from stores or online.