US model Tupperware has filed for chapter because it struggles to outlive within the face of sliding gross sales.

The meals storage container agency stated it can ask for court docket permission to begin a sale of the enterprise and that it aimed to proceed working.

The 78-year-old agency has turn out to be so synonymous with meals storage that many individuals use its identify when referring to any plastic container.

Regardless of makes an attempt to clean up its merchandise lately and reposition itself to a youthful viewers, it has failed to face out from rivals.

Final yr, the agency warned that it could go bust until it might shortly elevate new funds.

The corporate’s shares have fallen by extra 50% this week after experiences that it was planning to file for chapter.

After a quick surge in gross sales in the course of the pandemic, as extra folks cooked at dwelling, the agency noticed demand proceed to slip.

The rising value of uncooked supplies, larger wages and transportation prices have additionally eaten into its revenue margins.

“During the last a number of years, the corporate’s monetary place has been severely impacted by the difficult macroeconomic setting,” Tupperware’s chief government Laurie Ann Goldman stated in an announcement to buyers.

Tupperware was based in 1946 by Earl Tupper, who patented the containers’ versatile hermetic seal.

Tupperware was a serious innovation, because it utilised new plastics to maintain meals recent for longer, which was invaluable when fridges had been nonetheless too costly for a lot of households.

Nevertheless, it was not a direct success.

It was the pioneering saleswoman Brownie Sensible who helped flip the model right into a family identify, actually.

She developed an strategy through which salespeople, who had been largely girls, offered Tupperware to different girls of their properties, higher generally known as “Tupperware events”.

Based on the corporate, Tupperware is now offered in 70 international locations world wide.

“The occasion has been over for a while for Tupperware,” stated Susannah Streeter, head of cash and markets at Hargreaves Lansdown.

“Shifts in purchaser behaviour pushed its containers out of vogue, as shoppers have began to wean themselves off addictions to plastics and discover extra environmentally acutely aware methods of storing meals.”

Ms Streeter added that “critical hiccups” in Tupperware’s monetary reporting additionally had a unfavourable influence on the corporate, together with the mis-stating of ends in 2021 and 2022.