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 luggage of juice. However Bloomberg Expertise reporters Ellen Huet and Olivia Zaleski zeroed in on an interesting fact behind all of Juicero’s hooplah: Apparently, luggage of juice could be squeezed by an current product known as “the hand,” which in most situations retails for “free” and almost simply as usually features a “purchase one, get one” choice.

And “palms” apparently squeeze these luggage 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 isn’t 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 high know-how traders, however they had been drawn to the concept of an internet-connected machine that transforms single-serving packets of chopped vegetables and fruit right into a refreshing and wholesome beverage.

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

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

Why does anybody want that a lot power to squeeze juice? I imply, you’d assume machine that might carry 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 could 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 onerous to imagine 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 machine additionally reads a QR code printed on the again of every produce pack and checks the supply towards a web-based database to make sure the contents haven’t expired or been recalled, the particular person stated. The expiration date can be printed on the pack.


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

Folks could be that?

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

Did he, although?

In fundraising conferences, Evans promised a revolutionary machine able to squeezing giant chunks of vegetables and fruit, stated two individuals who agreed to spend money on the corporate. Evans secured funding in 2014 by exhibiting 3D-printed renderings of the product and not using a working prototype, stated the individuals, who requested to not be recognized as a result of they signed nondisclosure agreements.

Did additionally they ask to not be recognized as a result of they appear so silly?

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

Wait. They didn’t know that luggage 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 could 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 principally take your cash and set it on hearth? 

He stated the corporate is a “platform” for a brand new mannequin of meals supply, the place contemporary fruits and veggies are delivered repeatedly 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 remains to be determining its candy spot,” he stated. “I’ve little doubt that they’ll be very profitable.”

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

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

And there it’s.

The Huffington Publish

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