How Tupperware Could Have Invented Itself Before It Was Too Late
In recent weeks, news reports have surfaced about the struggles of Tupperware household products.
It’s unfortunate to see such a storied brand on the brink of bankruptcy, but it begs the question: could this have been avoided? Can Tupperware save itself by embracing new ideas to modernize its brand and products?
We’ll never know for sure, but a household name like Tupperware would have had a chance if it had explored new products and business models sooner. Here are a few ideas on how the company could reinvent itself:
DTC Housewares Rollup
Tupperware could be switching to a direct-to-consumer (DTC) model soon, either natively or through acquisition. Although Tupperware products are available for purchase on its website, the company still relies heavily on its direct sales model, based on the concept of a group program. While some companies can still make this model work (like Thermomix), the Tupperware Party is a relic of the past that doesn’t suit today’s consumers.
Another way the company could consider a product grouping strategy, similar to what we saw at Pattern Brands. The pattern has been gradually acquiring successful DTC products such as GIR, Yield, Poketo, and Onsen. Each brand already had its own loyal following, and Pattern was able to achieve operational efficiency by integrating back office, marketing, and distribution. Tupperware could also consider larger deals with successful social media-driven brands like Caraway.
Focus on Eco-conscious and non-toxic Houseware
Tupperware is primarily associated with its plastic storage containers for refrigerators and freezers. Although the company has branched out, it has not made a name for itself in eco-friendly products. Although other silicone-based products can be found on their website, it is surprising that Tupperware did not adopt this popular material, which is known for its heat resistance and non-toxic properties. The company could have developed Stasher-like bags and GIR-like kitchenware sets.
Smart Food Storage and Handling
As Spoon readers may know, the current state of home food storage has not embraced the technology to address an important problem: food waste. While startups like Silo, Uvera, and Ovie have tried to rethink home food storage by incorporating smart technology, they’re all in various stages of development. Tupperware has experimented with crowdsourcing ideas for a new container approach for the past few years, but it seems that nothing ever came of that effort.
If Tupperware had developed a smart storage platform using connectivity standards and smart home technologies like Alexa and HomeKit, it would have gained momentum. Although the company’s home ambassador model is not ideal, a high-end “system” such as the smart food container product could benefit from manual sales.
Additionally, Tupperware could create a food storage management app for use in either a traditional food storage or a smart storage system. The company could also partner with established electronics brands like Samsung to integrate a smart food management system into their devices.
Here are a few ideas on how Tupperware could have avoided its current fate. While the brand may survive, either by navigating a redesign or by selling the name and assets to the consumer (which, let’s hope, doesn’t turn it into a Polaroid-like zombie), one can’t help but wonder what it would have been like if the company had embraced one or two ideas to reinvent itself before it was too late.
