What Happened to Juicero?

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



What led to the downfall of Juicero, the company that promised to revolutionize the way we consume fruits and vegetables? Was it the controversial product, the exorbitant price tag, or the scandal surrounding their proprietary produce packs?

In this article, we will delve into the factors that contributed to Juicero's failure, exploring the lessons learned from this cautionary tale of over-engineering and poor execution. Join us as we examine the rise and fall of Juicero and uncover the truth behind its demise.

Key Takeaways

  • Juicero faced controversy and skepticism from the beginning, with doubts about the necessity of its product.
  • The Juicero Press, priced initially at $699 and later reduced to $399, used single-serve packets of diced fruits and vegetables.
  • Bloomberg News reported that the proprietary produce packs could be squeezed by hand, leading to reputational damage for Juicero.
  • Over-engineering and high manufacturing costs, coupled with a lack of significant consumer problem and weak distribution infrastructure, contributed to the company's shutdown.

Juicero's Controversial Beginnings

Juicero's Controversial Beginnings were marked by skepticism and criticism surrounding its flagship product and claims of promoting healthier eating habits. The company's marketing strategy heavily emphasized the convenience and health benefits of its Juicero Press, a machine that used single-serve packets of diced fruits and vegetables to create fresh juice.

However, consumers and industry experts alike expressed doubts about the necessity and effectiveness of the product. Skepticism towards Juicero's claims grew when Bloomberg News reported that the proprietary produce packs could be squeezed by hand, yielding comparable results to the Juicero Press. This revelation led to reputational damage and the company offering refunds to dissatisfied customers.

Additionally, the high cost of the Juicero Press and the lack of a significant consumer problem to solve contributed to the company's eventual downfall.

The Expensive and Restrictive Juicero Press

The Juicero Press was an expensive and restrictive machine, limiting consumers from juicing their own produce while costing $399 after a price reduction. The high cost of the Juicero Press made it a costly product for consumers to purchase and use. Additionally, the machine's reliance on pre-packaged fruit and vegetable packs further restricted consumers' options for juicing fresh produce. Each serving of produce pack costed $5-$7, adding to the overall expense of using the Juicero Press. This limited consumers' ability to choose and customize their own ingredients, as they were reliant on the proprietary packs provided by the company. The expensive price tag and limited options contributed to the criticism and skepticism surrounding the Juicero Press.

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Convenient single-serve packs Expensive machine and packs
Smart packaging to prevent use of expired produce Limited options for juicing fresh produce
Easy scanning and verification process Reliance on proprietary packs

The Bloomberg Controversy

During the controversy surrounding Juicero, Bloomberg News reported that the proprietary produce packs could be hand-squeezed, which led to questions about the necessity and value of the Juicero Press. This revelation caused significant concern among consumers and raised doubts about the legitimacy of the product.

  • Juicero's response:

The company defended the Juicero Press, claiming that hand-squeezing created a mess and detracted from the user experience. Juicero offered refunds to disgruntled customers, attempting to address their concerns and maintain customer satisfaction.

  • Customers' response:

Many customers felt deceived and betrayed by the company, as they had invested in an expensive product that could be replicated by a simple manual squeeze. The Bloomberg controversy damaged Juicero's reputation and eroded trust among its customer base. This controversy further fueled the skepticism surrounding the necessity and value of the Juicero Press.

The Problem of Over-Engineering

Amidst the controversy surrounding Juicero, the problem of over-engineering became apparent. The internal elements of the Juicero Press were meticulously designed with multiple revisions, taking inspiration from Apple. However, this excessive product complexity resulted in high manufacturing costs.

Venture capitalist Ben Einstein disassembled the juicer and found it to be overly complicated. The design team had ample funding and time, which led to the over-engineering of the product. While the intention may have been to create a high-quality and innovative juicer, the end result was a product that was not only expensive to manufacture but also failed to address a significant consumer problem.

Ultimately, the problem of over-engineering contributed to the downfall of Juicero.

The Ceasing of Juicero's Operations

After facing financial struggles and failing to establish a nationwide manufacturing and distribution system, Juicero made the difficult decision to suspend sales and cease operations on September 1, 2017.

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The company's downfall can be attributed to several factors:

  • Weak distribution infrastructure:
  • Juicero struggled to efficiently deliver its product to consumers nationwide.
  • This hindered the company's ability to scale and meet customer demand.
  • Lack of significant consumer problem:
  • The Juicero Press was expensive and offered limited value compared to traditional juicing methods.
  • Consumers felt restricted by the reliance on pre-packaged produce and the high cost of the machine.
  • Inability to achieve a nationwide manufacturing and distribution system:
  • Juicero recognized the need for a robust manufacturing and distribution infrastructure but was unable to achieve it on their own.

These challenges ultimately led to the suspension of sales and the cessation of Juicero's operations.

Factors Contributing to Juicero's Failure

Juicero's failure can be attributed to several key factors that contributed to its downfall.

One of the main factors was the controversies surrounding the company. From the very beginning, Juicero faced skepticism about the necessity of its product and the high price of its juicer. The company also faced a significant blow when Bloomberg News reported that the proprietary produce packs could be squeezed by hand, undermining the need for the expensive juicer. This controversy led to reputational damage and the offering of refunds to dissatisfied customers.

Additionally, the over-engineering of the juicer, inspired by Apple's design philosophy, resulted in high manufacturing costs.

The combination of these controversies and the company's weak distribution infrastructure ultimately led to Juicero's shutdown.

Frequently Asked Questions

How Did Juicero's Controversy Affect the Company's Reputation?

Juicero's controversy severely impacted the company's reputation, leading to a loss of investor confidence and negative public perception. The Bloomberg report exposed the product's inefficiency, causing reputational damage and ultimately contributing to the company's shutdown.

What Were the Reasons Behind Juicero's Decision to Offer Refunds to Customers?

Juicero offered refunds to customers due to customer dissatisfaction with the overpriced product. The high cost of the Juicero Press and limited ability to juice their own produce led to discontent among consumers, prompting the company to provide refunds.

How Did the Bloomberg News Report Impact Juicero's Sales?

The Bloomberg News report on the Juicero Press had a significant impact on the company's sales and reputation. It resulted in negative media coverage, contributed to a decline in investor confidence, and ultimately led to the suspension of sales and the cessation of operations.

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What Were the Consequences of Over-Engineering on Juicero's Manufacturing Costs?

The consequences of over-engineering on Juicero's manufacturing costs included manufacturing inefficiencies and cost overruns. The meticulous design and multiple revisions of the juicer's internal elements resulted in high manufacturing costs, contributing to the company's financial struggles.

How Did the Lack of a Nationwide Manufacturing and Distribution System Contribute to Juicero's Failure?

The lack of a nationwide manufacturing and distribution system contributed to Juicero's failure by hindering their ability to efficiently reach consumers. This limited their market reach and prevented them from establishing a strong presence in the industry.


In conclusion, Juicero's downfall can be attributed to a combination of factors. One factor is the high price tag, which proved to be a significant barrier to consumer adoption. This was evident from the significant drop in sales after the price reduction from $699 to $399. Another factor is the restrictive product design, as the juicer only worked with proprietary produce packs sold by the company. This limited consumers' options and made it less appealing compared to other juicers on the market.

A controversial revelation regarding the hand-squeezing of produce packs also contributed to Juicero's downfall. It was revealed that the packs could be squeezed by hand, rendering the expensive juicer unnecessary. This undermined the company's claims of using cutting-edge technology and made consumers question the value of the product.

Additionally, Juicero's failure can be attributed to the company's over-engineering and inability to establish a nationwide manufacturing and distribution system. The juicer was unnecessarily complex, making it expensive to produce and maintain. Furthermore, the company struggled to establish a reliable and efficient manufacturing and distribution system, hindering its ability to meet consumer demand.

The downfall of Juicero serves as a cautionary tale highlighting the importance of market research, pricing strategy, and maintaining consumer trust. Companies should thoroughly research the market and understand consumer preferences before launching a product. Additionally, pricing strategy should be carefully considered to ensure that the product is accessible to the target market. Finally, maintaining consumer trust is crucial for long-term success, as any controversy or loss of trust can have a detrimental impact on a company's reputation and sales.

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