Juicero, maker of the doomed $400 internet-connected juicer, is shutting down


Juicero, the company that made its name by creating a proprietary juice-squeezing machine, is shutting down. The announcement comes from Juicero's website. In its post, the company writes that it is suspending the sale of both its juice packets and its Juicero Press device. The last juice packet delivery will occur next week. All customers have up to 90 days to request a refund for their purchase of the Juicero Press, regardless of when they bought it. Fortune reports that employees are being given 60 days notice.

So it's time to say goodbye to Juicero, although we only knew its product for 16 months. The founder of Organic Avenue (a now-bankrupt restaurant chain), Doug Evans, introduced the device in March 2016. At the time, we scoffed at the fact that it cost $699 and required proprietary juice packs. Then in April 2017, Bloomberg published a piece that likely doomed the company to fail. Reporters found that the company's packs of fruits and vegetables didn't require the actual Juicero machine, but were instead squeezeable by hand. Basically, the pricey machine was completely useless, which wasn't a great look for the company.

After that PR catastrophe, Juicero said it hoped to eventually cut the cost of its machine to around $200. It also laid off 25 percent of its staff and offered full refunds, but that appears to not have been sufficient to keep the business afloat. Juicero fell fast. I just hope the bodegas can get a refund.

Correction Sept. 1, 3:35 PM ET: Updated to correct an earlier error on the machine's price cut. The company planned to drop the price of a second-generation device to $200.


The lulz

You can fool some of the people some of the time, but you can’t fool all of the people all of the time.

Let’s be honest, they were probably a bunch of star-eyed entrepreneurs who genuinely thought there was a market for their ludicrous product after a night of blazing.

It’s probably an honest mistake, and there’s no point attributing malice to them when they’ve pretty much done right by their customers.

Never attribute to malice that which is adequately explained by stupidity

But who funded them?!?!

True. But what I find most amazing is that they actually had customers…

The offer to refund is a grand gesture for sure – but there cannot seriously be more than 5 people who bought the thing, so also a non-costly gesture!

Here’s the thing the original idea was to have the produced CUBED. That’s why the machine was so seemingly overbuilt. When it didn’t work anyway and they went to the hand squeezeable shredded produce they were doomed to fail.

At least they’re giving refunds for the machine.

They were, I doubt that they still will be able to.

According to Engadget, they’re offering refunds up to 90 days from today, regardless of when it was purchased.

I wonder how much money they have in the bank to pay for it.

Probably to avoid a class-action lawsuit.

Don’t think that’s the intent. The company is shutting down, even if they offer no refunds, what are you going to do? Sue a non-existent company?

Afik, you can still sue a company after it’s shut down. It just depends on how long you wait to sue after the business closes.

Technically true, pointless in practice.

The business simply cannot afford to pay, you lose out on attorney fees, and there’s no way you will pierce corporate veil to get owners to pay.

Always sad when area codes 415/650 crash headlong into the real world. And by "sad" I mean "hilarious"

As a consumer product, this didn’t make any sense. Maybe in businesses, like fast-casual restaurants.

Clearly that was the market they were going after yet at the same time didn’t. You don’t try to sell a $700 juicer that doesn’t even juice to people who are price conscience.

Yeah, the only theoretical market which made any (slim) sense to me was swanky hotel lobbies.

Yup. The ideal way for this to have worked would have been to go directly to businesses offering to give them a machine. The company can then stock a vending machines or whatever with their pods and make money that way.

They would have to cut a major deal with the companies for the packets though. They’re like 5-8 dollars a pop. That’s way more than the Courtyard Marriott would spend to put juice in their lobby when they can get a gallon of OJ for 3.49.

I could have seen this in an office setting. Think of it, a small refrigerator for the packets, and the ability to have juice any time you like. It’s a healthier alternative to sodas, and if your company wanted to do something like this, I could see it actually being kind of cool to have cold juice on demand.

For the price, though? Meh. Way out of line at $7 a glass, and the machine was essentially worthless as all it did was squeeze packets.

I feel bad for the employees, but other than that it’s good to hear this nonsense is burning down around it’s founders ears.

Or not. Apparently Doug left almost a year ago.

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