Iconic storage container brand returns to SA under a new name
After exiting South Africa last year, a household storage container brand has returned with a new name and mission.
After a brief absence, Tupperware, one of the world’s most recognisable storage container brands, has returned to South Africa with a new identity.
The company exited the country in 2024 after filing for Chapter 11 bankruptcy in the US, which pushed its Southern African arm into voluntary liquidation.
That exit appeared to end an era for a product line that had been part of local households for more than 65 years.
Tupperware returns to South Africa
But the story didn’t end there! A new license agreement enabled the brand to return as TuppAfrica, a venture led by managing director Ahmed Bull.
The new entity, operating through Umazinhle (a company whose name translates to “containers”), now holds exclusive rights to distribute the products across Africa.
This time, the company will not manufacture locally but will import goods from global plants, mainly in India and Mexico. Still, Bull insists the relaunch is about more than just storage containers.
The company is relying on its long tradition of direct selling and community-driven distribution, a model that once involved nearly 100 000 South Africans. In only three months, TuppAfrica reports investing over R26 million into local communities, including R6 million in direct incentives for resellers.
For Bull, the revival represents more than a business move – it’s a cultural statement.
“We are very much aligned with Ubuntu; helping people grow, giving back to communities, and creating sustainable livelihoods,” he said, according to BusinessTech.
Looking ahead, TuppAfrica plans to grow by introducing new catalogues, modern designs, and eco-friendly solutions. The company aims to blend tradition with transformation and restore the brand as a staple in South African kitchens.