Ellen Huet and Olivia Zaleski, reporting for Bloomberg:
Doug Evans, the company’s founder, would compare himself with
Steve Jobs in his pursuit of juicing perfection. He declared that
his juice press wields four tons of force — “enough to lift two
Teslas,” he said. Google’s venture capital arm and other backers
poured about $120 million into the startup. Juicero sells the
machine for $400, plus the cost of individual juice packs
delivered weekly. Tech blogs have dubbed it a “Keurig for juice.”
But after the product hit the market, some investors were
surprised to discover a much cheaper alternative: You can squeeze
the Juicero bags with your bare hands. Two backers said the
final device was bulkier than what was originally pitched and that
they were puzzled to find that customers could achieve similar
results without it. Bloomberg performed its own press test,
pitting a Juicero machine against a grip. The
experiment found that squeezing the bag yields nearly the same
amount of juice just as quickly — and in some cases, faster —
than using the device.
Juicero declined to comment.
This is hilarious. Terrific video demonstration too.
But after the product’s introduction last year, at least two
Juicero investors were taken aback after finding the packs could
be squeezed by hand. They also said the machine was much bigger
than what Evans had proposed.
This says as much about the investors as it does about the company.