Juicero is a start-up firm that apparently needed very a lot to disrupt the “juice house.” And in pursuit of that purpose, its executives managed to persuade Silicon Valley traders to pony up $120 million in seed cash, which has led to the manufacturing of a $400 machine that squeezes baggage of juice. However Bloomberg Know-how reporters Ellen Huet and Olivia Zaleski zeroed in on an interesting fact behind all of Juicero’s hooplah: Apparently, baggage of juice will be squeezed by an current product referred to as “the hand,” which in most situations retails for “free” and almost simply as typically features a “purchase one, get one” choice.

And “palms” apparently squeeze these baggage of juice simply in addition to Juicero machines. Test it out:

And thus, Huet and Zaleski have answered an essential inquiry: “Do you want a $400 juicer?” The reply is not any. However having learn their story, I nonetheless have so many questions! Let’s go through Bloomberg’s story and also you’ll see what I imply.

One of the crucial lavishly funded gadget startups in Silicon Valley final 12 months was Juicero Inc. It makes a juice machine. The product was an unlikely choose for prime expertise traders, however they have been drawn to the concept of an internet-connected gadget that transforms single-serving packets of chopped fruit and veggies right into a refreshing and wholesome beverage.

Why does your juicer have to be “internet-connected?” 

Doug Evans, the corporate’s founder, would examine himself with Steve Jobs in his pursuit of juicing perfection. He declared that his juice press wields 4 tons of power—“sufficient to elevate two Teslas,” he said.

Why does anybody want that a lot power to squeeze juice? I imply, you’d assume machine that might elevate simply one Tesla would do the trick. “Not adequate,” Evans advised his engineers, “I would like that second Tesla’s value of Newtons.” Possibly the unique purpose was to construct a Two-Tesla Lifting Machine, and preliminary market analysis revealed scant demand for such a factor?

An individual near the corporate stated Juicero is conscious the packs will be squeezed by hand however that most individuals would like to make use of the machine as a result of the method is extra constant and fewer messy.

Is it although? Right here’s how I get juice. Open fridge, get juice, pour into glass, voila! I discover it exhausting to consider that folks “would like to make use of the machine.” (Additionally: “An individual near the corporate?” That particular person, near the corporate, ought to have leveled with the corporate, saying one thing like, “I dunno, guys, a $400 bag squeezer? [Sound of sharp intake of breath.]”

The gadget additionally reads a QR code printed on the again of every produce pack and checks the supply towards an internet database to make sure the contents haven’t expired or been recalled, the particular person stated. The expiration date can also be printed on the pack.


The creator of Juicero is one thing of a luminary on this planet of juicing.

Folks will be that?

Evans, 50, follows a weight loss plan of largely uncooked, vegan meals. Know-how was a brand new factor for him, however he picked it up rapidly.

Did he, although?

In fundraising conferences, Evans promised a revolutionary machine able to squeezing giant chunks of fruit and veggies, stated two individuals who agreed to spend money on the corporate. Evans secured funding in 2014 by displaying 3D-printed renderings of the product with no working prototype, stated the individuals, who requested to not be recognized as a result of they signed nondisclosure agreements.

Did in addition they ask to not be recognized as a result of they give the impression of being so silly?

However after the product’s introduction final 12 months, at the very least two Juicero traders have been greatly surprised after discovering the packs may very well be squeezed by hand.

Wait. They didn’t know that baggage stuffed with juice may very well be squeezed by hand? 

Doug Chertok, a Juicero investor, stated he figured it out on his personal. “There isn’t a doubt the packs will be squeezed with out the machine,” he stated. “I’m nonetheless an enormous fan.”

Bu-bu-but … how are you continue to a fan? Didn’t they mainly take your cash and set it on fireplace? 

He stated the corporate is a “platform” for a brand new mannequin of meals supply, the place recent fruits and veggies are delivered usually to the house.

Ought to I be the one to interrupt it to this man that these kinds of services have existed for many years?

“Juicero continues to be determining its candy spot,” he stated. “I’ve little doubt that they’ll be very profitable.”

Somebody simply must construct a much bigger machine with the lifting power of seven Teslas to assist discover this candy spot, little doubt. However what actually went mistaken right here?

“It’s very tough to distinguish your self within the meals and beverage sector,” stated Kurt Jetta, who runs retail and client knowledge agency Tabs Analytics. “Entrepreneurs could also be tempted to have a expertise angle when it’s probably not there.”

And there it’s.

The Huffington Submit

Jason Linkins edits “Eat The Press” for The Huffington Submit and co-hosts the HuffPost Politics podcast “So, That Occurred.” Subscribe here, and hearken to the most recent episode under.