Tupperware, the 59-year-old U.S. container company made famous by selling to middle-age women in their living rooms, is going after "twentysomethings."

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"The way you move to a new place, isn't by targeting the core customer," says Tupperware Chief Executive Officer Rick Goings. "You aim for the edges."

Goings said "twentysomethings" are "the hip and happening group."

Tupperware is expanding its line of gizmos from corkscrews and ice cream scoops to margarita glasses -- and providing new colors such as ruby and amethyst, reported the New York Daily News Sunday.

A Tupperware party starts every 2.5 seconds, according to Goings. But business is sagging, Tupperware reported a loss in North America of $31 million last year. Attracting and maintaining customers is the key to survival, the News said.

"Unless you make Tupperware parties really fun and cool and hip," says Renee Miller, president of The Miller Group, a creative boutique agency in Los Angeles, "I'm not so sure 20-year-olds will go to one."