The brand, once so popular it became the name of an entire product category, has seen sales fall as consumer behaviors change and competition increases.

Brands is sealing the deal by filing for Chapter 11 bankruptcy as it looks to navigate financial challenges. The iconic company’s decision comes after declining sales for its vibrant food storage containers and stiff competition from more eco-friendly alternatives.

Once a staple household product for midcentury families, Tupperware said in a court filing that its focus on direct sales ultimately became a weakness.