Juicero launched in 2016 as the "Keurig for juice." Founded by Doug Evans—a raw food entrepreneur with a cult-like following—the company created a $400 Wi-Fi-connected countertop juicer that squeezed single-serving packets of pre-chopped fruits and vegetables. Investors poured in $118 million, including from Kleiner Perkins, Google Ventures, and Campbell Soup Company.
The pitch was compelling to Silicon Valley VCs: combine hardware (the press), consumables (the packets), and software (a subscription app that tracked freshness via QR codes). The initial price was $699, later dropped to $400 after criticism. Packets cost $5 to $8 each.
Company Data
- Founded: 2013 — Doug Evans
- Total Funding: $118 million
- Product Price: $699 (initial), $400 (reduced)
- Packets: $5–$8 each
- Peak Employees: ~200
- Failed: September 2017
On April 19, 2017, Bloomberg published an investigation that destroyed the company. Two reporters squeezed a Juicero packet by hand in 90 seconds—producing nearly the same amount of juice as the machine's 2-minute press cycle. The machine's 4-ton pressing force was unnecessary; the produce inside the packets was already pre-chopped to a near-liquid consistency.
The exposé went viral. Juicero became the symbol of Silicon Valley excess—a $400 machine that did what human hands could do for free. The company's QR-code-based "freshness detection" was revealed to be highly unreliable, often blocking packets that were still fresh. The mandatory Wi-Fi connection (the machine wouldn't work offline) felt gratuitous and intrusive.
Juicero suspended sales in September 2017 and shut down shortly after. It offered refunds to customers and was reported to be seeking a buyer, but none materialized. The company's patent portfolio and assets were sold at auction.
Key Lesson
Technology must solve a real problem. Juicero's machine was a solution in search of a problem—the packets were already squeezable by hand. Before building, ask: "Does this actually make something easier, faster, or cheaper than the alternative?"