TUPPERWARE HOSTS NEW KIND OF PARTY

Carol Angrisani

ORLANDO -- Tupperware typically reaches consumers through home parties. But as the company looks to reach an expanded audience, food stores are becoming another point of distribution.

"Tupperware is committed to creating new ways to reach and serve consumers through multiple channels by leveraging our product strengths, demonstration skills and infrastructure to reinvent direct sales," said Rick Goings, chairman and chief executive officer, Tupperware Corp.

Along with rolling out products to 62 SuperTarget stores, the company just inked a deal with Kroger Co., Cincinnati, the nation's second-largest food retailer after Wal-Mart Supercenters. And it's eyeing other supermarkets as well, according to Michael Poteshman, vice president, finance and investor relations.

"We have been in contact with some of the premier chains," Poteshman told Brand Marketing.

Under the Kroger deal, about 50 Tupperware stockkeeping units launched last month at 19 Kroger stores in Ohio and Kentucky, as well as six Fry's stores in the Phoenix area. Local independent Tupperware sales consultants are staffing in-store product areas and providing customers with product information, recipe ideas and timesaving tips.

"Our core product lines are food storage, preparation and serving. This is why the fit with our being in supermarkets is so good," Poteshman said.

Tupperware is also offering about 50 SKUs in all 62 SuperTarget stores. The products are displayed in an aisle endcap. A table in the front of the display is used by members of the Tupperware sales to demonstrate the products.