Tupperware Brands Corp., the Orlando, Florida-based consumer goods company that produces the iconic line of containers, said it was seeking Chapter 11 bankruptcy protection after struggling to revitalize its core business and failing to secure a tenable takeover offer. Despite enjoying the same cultural ubiquity as Kleenex, Teflon, and other brands whose trademarked names are eponymous with entire product categories, Tupperware has suffered from waning sales, rising competition, and the limitations of the direct-to-consumer marketing model that once defined its success. The company said in its bankruptcy filing that consumers are shifting away from direct sales, which make up the vast majority of its sales. The company also cited growing public health and environmental concerns about plastic, internal inefficiencies that made it challenging to operate globally, and the “challenging microeconomic environment” of the last several years for its financial straits. Financial analysts criticized Tupperware in recent years for sticking with the direct sales model and failing to evolve with the times, most notably the large number of women who work outside the home. The company’s sales improved some during the early days of the COVID-19 pandemic when Americans were cooking and eating more at home. But overall sales have been in steady decline over the years due to rising competition from Rubbermaid, OXO, and even takeout food containers that consumers recycle. Vintage Tupperware also remains in demand as a collectible. Overall, sales for food storage supplies are up 18% compared to before the pandemic, according to figures from market research firm Circana. But despite that growth—and the ongoing popularity of food storage videos on social media—the troubles for Tupperware remained. Neil Saunders, managing director of GlobalData, explained that many consumers have migrated to less expensive home storage brands they can find at Target and Walmart. Amazon, the king of online retailers, also has its own line. Historically, Tupperware marketed its products as higher-quality durable items. But consumers who are looking for durability are interested in more sustainable materials, such as glass and stainless steel, said Jennifer Christ, manager of consumer and commercial research for the Freedonia Group, a market research company. “There’s less brand loyalty than there used to be,” Christ said. This article was provided by The Associated Press.