Fridge Savvy

Tupperware goes beyond airtight containers.

To those who know the brand, Tupperware is synonymous with "airtight". It is an American brand of plastic food containers that plays a big part in food preservation around the world.

In India, though, "food" must rhyme with "fresh", and that may explain Tupperware's latest launch: Fridge Smart, a set of storage containers designed to let fruits and vegetables "breathe" in the refrigerator.

These containers are equipped with a unique dual-vent system that ensures that fruits and vegetables have the perfect environment to stay fresh longer by regulating the amount of air flowing through the container.

"Introducing innovative products has been and will continue to be the key driver for our growth," says Asha Gupta, country manager, Tupperware India.

Not all freshies need to breathe quite the same way, claims Tupperware, and so the containers have three vent-control modes.

For "heavy breathers" such as sweet corn and peas, both vents must be open. For "moderate breathers" like cabbage and carrots, just one vent would do. For "light breathers" such as brinjal and mango, both vents should be closed. Together, the vents make sure that a "stored freshie" is not an oxymoron.