In a bold move to revive a beloved household brand, Cédric Meston announced on March 25, 2025, that he has acquired Tupperware France, which has long been symbolic of food storage innovation. Following a tumultuous period that saw the company placed under safeguard proceedings since October 2024, Meston's leadership is set to usher Tupperware into a new era. This venture could prove crucial for a brand that faced bankruptcy and a steep decline in market share due to emerging competition from low-cost alternatives and changing consumer preferences.
Meston, 31, who notably co-founded HappyVore—a company specializing in plant-based meat alternatives—brings valuable entrepreneurial expertise to the Tupperware revival. He previously served as the general manager at HappyVore but stepped down in early 2025 to focus entirely on aiding distressed businesses. "I am very proud to announce the relaunch of Tupperware France in 5 European countries," said Meston, expressing confidence in his strategic plans to rejuvenate the brand.
Historically, Tupperware has been a household name, enjoying significant sales success through direct selling parties and a robust network of culinary advisors. However, its financial struggles have been alarming. Revenue plunged from €62.8 million in 2019 to just €18.9 million in 2023—a staggering 70% drop brought on by insufficient adaptation to digital sales channels and a failure to adjust to consumer preferences leaning towards environmentally friendly materials.
With Tupperware France now officially under his leadership, Meston aims to confront these issues head-on. Between bankruptcy proceedings and a dire need to reform, Tupperware was in urgent need of a rescue and had until March 19, 2025, to find a buyer. Meston's entry into the picture marks a pivotal moment, especially given the parent company’s staggering debts of around €650 million. Meston joined forces with fellow entrepreneurs Augustin Rudigoz and Aymeric Porte, who collectively hold 50% of the capital alongside Geoffroy Destexhe, the commercial director.
Meston's vision for Tupperware includes dramatically modernizing its product lines and distribution methods. He stated, “The e-commerce and large retail channels are our focus for boosting sales and meeting modern consumer expectations.” These new channels, along with the relaunch of traditional home-based sales, are expected to populate the sales landscape for the iconic storage solutions. Recruitment of approximately 20,000 culinary advisors, who play a crucial role in Tupperware’s direct sales model, is high on the agenda.
An integral part of retaining Tupperware's premium branding will involve keeping the current pricing structure, which is estimated to be 20-30% higher than competitors. "We remain a premium brand. We prefer to be sold at a premium price but ensure our products last 20 or 30 years," Meston asserted, underscoring Tupperware's commitment to quality over quantity in an era where consumers are increasingly mindful of sustainability.
Meston and his team aim to achieve a remarkable goal of reaching €100 million in revenue by the end of 2025. The recent launch of new products made from stainless steel and glass shows adaptability to shifting consumer demands regarding reduced plastic use, responding to global concerns about environmental health.
Despite these forward-looking strategies, Tupperware still faces challenges. The company’s commercial activities across Europe came to a halt in January 2025, necessitating strategic negotiations to revive interest and distribution channels. A continuation plan is slated to be submitted to the Nanterre commercial court in April 2025, with hopes of officially exiting external oversight by mid-year.
As Tupperware gears up for its relaunch, confidence among new leadership seems optimistic. Meston's entrepreneurial spirit, combined with collaboration from experienced partners, suggests a well-rounded approach to revitalizing the brand. With products set to be available online by April 2025, consumers can look forward to re-engaging with this classic brand that has been a staple in many homes across Europe.
In this changing landscape, Meston's resolve to modernize while respecting Tupperware’s rich history could shape a new chapter not only for the brand itself but for the entire direct sales market. If successful, this venture could serve as a blueprint for turning around distressed brands in a rapidly evolving commercial environment.
