Tuesday October 13, 2009
Storage innovation
By WONG LI ZA
Tupperware wins prestigious design award.
THE Queen of England is believed to keep her cornflakes in them and they are literally a “household” name, found in over 100 countries.
Tupperware food containers are used by mothers and daughters alike. In fact, the word “Tupperware” is still synonymous with generic plastic food containers and water tumblers.
In March this year, Fortune magazine ranked Tupperware Brands Corporation as the world’s second most admired company under the household product category for the second year in a row.
Well-covered: Tupperware lids stringed together to form a funky garland The corporation consists of a group of global direct-selling companies with an independent sales force of 2.3 million and sales in excess of US$2bil (RM7bil) in 2008.
Besides food containers, it also offers cookware, beauty products, cleaning solutions and health supplements.
Headquartered in Orlando, Florida, the company was founded by Earl Silas Tupper in the 1950s.
Tupperware’s colourful products were first introduced to Malaysia in the 60s.
Since those early years, its collections have evolved by leaps and bounds in terms of range, aesthetics and design technology.
Award winner: Tupperware’s Allegra serving bowls and plates. In June, Tupperware Brands’ design team was awarded one of the highest distinctions in the realm of design – the 2009 Red Dot Design Team Of The Year. Previous winners of this award include Bose, BMW, LG Electronics, Adidas, Nokia and Apple.
In addition, Tupperware received three Red Dot Product Design awards for its Allegra Serving Bowls And Plates, UltraPro Cookware and Time Savers Speedy Chef Beater.
The Allegra line features three bowls of different sizes, each with a liquid-tight seal, and four matching serving plates.
The bowls can be used for food preparation as well as serving, and are made in two components – a matt exterior and a high-polished surface of the interior.
Award winner: Time Savers Speedy Chef Beater. The bowls and plates are light yet have a solid feel, and the liquid-tight seals prevent spillage during transportation.
The UltraPro Cookware series comprises two casseroles of different sizes as well as a cooking lid. The almost non-stick surface allows low-fat cooking and the cookware is suitable for use both in the oven or microwave.
Meanwhile, the one-litre Time Savers Speedy Chef is a manual contraption that silently beats and stirs ingredients like creams and egg white.
It consists of two parts, a vessel and a cover with an integrated crank handle, seal, top cover and six whisks. The soft rim of the top cover fits securely on the vessel, preventing spillage during use.
Award winner: UltraPro Cookware series. Over the years, the brand has won over 30 Red Dot Product Design awards and nine “Best of the Best” product design awards in the household category.
Distinctive design
“For decades, Tupperware has been developing consistently functional products with optimal practical value using simple but nevertheless ingenious, and definitely distinctive, design,” said Prof Dr Peter Zec, initiator of the Red Dot Design Award, in explaining the selection of the design team of the year.
“With the typical Tupperware design, the company has managed to give ingenious ideas an appropriate form for many years. Tupperware’s success story is an example of continuous innovative potential, which has been shaping our daily lives for generations.”
Tupperware unveiled its award-winning products at Singapore’s Red Dot Design Museum in a launch entitled Tupperware Brands Presents An Iconic Collection last month.
Ken Koo, president of the museum, said the award recognises a design team’s consistency.
“The design team award is given to one company a year from different fields and recognises a design team’s consistent good design within their field,” said Koo.
“Basically, a good design is based on six criteria that include ergonomics, aesthetics and functionality.
“Tupperware has also been quite aggressive in terms of developing new materials for their products. For instance, some of their products can withstand high temperatures of up to 270°C.”
Koo added that aside from being functional, the products are also very lifestyle-based and aesthetically pleasing, citing the latest Allegra range.
Winning the design team of the year award marks a milestone for the company.
Form and function
“First of all, it’s a matter of pride and we feel so good to receive the design award as it also shows that we are on the right track,” said Christian Skroeder, group president (Asia Pacific), Tupperware Brands Corporation, at the launch in Singapore.
“The jurors of the award evaluate hundreds of products based on functionality, beauty or out-of-the-box thinking. So, winning a product design award shows that we are heading in the right direction,” he said.
“The first bowl created by Earl Tupper was airtight and had the basic function of keeping food fresh longer. Our Allegra bowl marries the original functionality of the airtight seal Earl Tupper had, with today’s modern design. It’s also quite technically advanced and features two-component moulding, two different structures and two different materials,” said Skroeder.
Added David Wong, area vice-president and managing director, South-East Asia markets: “Our designs are about simplicity with sophistication, and a marriage of form and function.”
Tupperware products have largely been associated with more mature women and homemakers, but the brand has put in efforts to appeal to the younger generation.
“We do that through design, colour, texture and new materials. We also do not neglect our vision to make Tupperware products accessible to every home and office, and younger people (staff) are found in the offices,” said Skroeder.
“In Malaysia, 40% of the sales force is below 35 years old, so there is a growing interest among the younger generation, who see the income potential,” added Wong,
Tupperware products are given lifetime warranties. Durable storage containers eliminate the need for disposable containers being added to landfills.
According to Skroeder, products that are returned to the company due to wear and tear are ground and made into flower pots.
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