Photo from tupperwareusca/Instagram

A brand that became synonymous with plastic containers and a staple in many kitchens, Tupperware was breaking every mom’s heart when it filed for bankruptcy this week.

The iconic brand famed for its airtight, durable plastic food containers with a lifetime warranty has filed for Chapter 11 bankruptcy protection.

The move was a big shift for the 78-year-old company that once dominated American and Asian kitchens. Founded by chemist Earl Tupper in the 1940s, Tupperware revolutionized food storage and used a direct selling model that took off in the 1950s. 

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However, as market trends evolved, the company failed to keep up with the massive shift to online shopping.

Household-name U.S. brand Tupperware has filed for bankruptcy. Founded in 1946 by Earl Tupper, the firm became synonymous with food storage containers. But despite a brief spike in sales during the pandemic, the company has been in steady decline. pic.twitter.com/D3B5xQhGx5

— CGTN Europe Breaking News (@CGTNEuropebreak) September 18, 2024

“In stark contrast to the early days of the company, nearly everyone now knows what Tupperware is, but fewer people know where to find it,” Brian J. Fox, Tupperware’s chief restructuring officer, stated in court documents.

In 2022, Tupperware launched its products on Amazon and Target. But by the time the company entered e-commerce, it was too late to overturn years of declining sales and market share loss to brands like Pyrex and Rubbermaid.

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While the plastic empire was facing financial collapse, netizens quickly turned the news into meme moments that showcased the brand’s deep connection to moms.

The famous account Pop Base tweeted about the brand’s bankruptcy filing, fueling viral reactions, with more than 42 million views and over 20,000 comments.

Tupperware has filed for bankruptcy. pic.twitter.com/kVJyZhy7EM

— Pop Base (@PopBase) September 18, 2024

One mom, @getuglycash, tweeted, “Mothers and grandmothers of the world, assemble!”

Another user, @ksana, commented, “MOMS JUST FELL TO THEIR KNEES… these were their favorite child.” 

Humorously narrating the shock felt by many, @texaskingpen chimed in, “How? Every mother in the world has a shelf full of these!”

As it faces financial woes, Tupperware plans to seek court approval to continue operations while seeking potential buyers.

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