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Juicero paired a connected countertop press with proprietary fresh-produce packs, selling the two as a system for making cold-pressed juice at home. The Press launched at $699, then dropped to $399 in January 2017. After a demonstration showed packs could be squeezed by hand for nearly the same amount of juice, the company defended the machine’s connected features. Juicero suspended sales in September 2017, citing the difficulty of building the national manufacturing and distribution infrastructure it needed to operate alone.
What was Juicero?
Juicero was a connected countertop cold-press system. Customers put the company’s fresh, organic Produce Packs into its Press, which squeezed them into juice. The packs were part of the product’s design, not ordinary produce intended for a conventional juicer.
In its January 17, 2017 announcement, Juicero described the Press as a system for making juice from those ready-to-juice packs. The company announced that its launch-era $699 price was being reduced to $399, presenting the cut as an early move ahead of a planned lower-cost second version.
Why did the hand-squeezing demonstration matter?
In April 2017, a Bloomberg demonstration, as described in CBS San Francisco’s coverage of Juicero’s shutdown, showed packs being squeezed by hand. The demonstration reportedly yielded nearly the same amount of juice as the Press, sometimes in less time.
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That finding challenged the clearest consumer reason to buy a machine costing hundreds of dollars: if a customer could get nearly the same result by squeezing the pack, the Press’s core task appeared less necessary. It was a reported demonstration, not proof that every pack or every attempt would produce identical results.
How did Juicero defend the Press?
In an April 20, 2017 response, CEO Jeff Dunn argued that the product’s purpose extended beyond extracting juice. “The value of Juicero is more than a glass of cold-pressed juice. Much more,” he wrote.
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- Centrifugal Juicer with Wide Mouth - Centrifugal juicers have a wide mouth to feed your fruits and veggies into, Save your time on chopping and cutting the fruits and vegetables before juicing.
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Dunn said the connected system could remotely disable packs during a recall, apply calibrated pressing, and provide data to help manage a short-lived fresh-produce supply chain. He also described the Press, Produce Packs, and app working together as the intended experience. These were Juicero’s explanations of the system’s benefits; they do not independently establish that consumers needed a dedicated machine for those functions.
Dunn said raw Produce Packs had a limited lifespan of about eight days. That short window helps explain why Juicero framed freshness, recall controls, and supply-chain management as part of the product’s value, rather than treating it as a press alone.
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What happened to Juicero?
On September 1, 2017, Juicero suspended sales of both the Press and Produce Packs, offered refunds, and said it was seeking an acquirer with an existing national fresh-food supply chain. The company’s shutdown statement, quoted by CBS San Francisco, said: “It became clear that creating an effective manufacturing and distribution system for a nationwide customer base requires infrastructure that we cannot achieve on our own as a standalone business.”
That was the company’s stated operating reason for stopping sales: it said it could not build the manufacturing and distribution infrastructure needed to serve customers nationally by itself. The hand-squeezing controversy made the machine’s value harder to explain, but it should not be treated as the sole cause of the closure.
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- The Breville Juice Fountain Plus is the perfect way to get yourself into the world of juicing; This centrifugal juicer features a 3 inch extra wide fruit chute, dual speeds, lightning-quick operation and simple clean up
- UNIQUE EXTRACTION SYSTEM: The Breville juicers titanium reinforced disc and Italian-made micro mesh filter basket are made out of stainless steel and together are designed for optimum juice and nutrient extraction
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TechCrunch reported that the company had raised more than $118 million. That reported funding figure, along with the high-profile product and its price, helped make Juicero a widely discussed example of a connected product whose complexity and cost were difficult to justify for its central task.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Juicero’s story says about a home-juicing system
Juicero’s premise depended on more than the Press: it required proprietary packs, a short-lived fresh-produce supply chain, and a machine tied to those packs. The company’s explanation emphasized the benefits of coordinating those pieces, while the hand-squeezing demonstration raised a practical question about whether the hardware added enough value to justify the system.
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For someone who wants to make juice at home today, an ordinary juicer is a separate category of product, not a replacement that can process Juicero packs. Compare conventional machines by produce compatibility, preparation and cleanup effort, and ongoing consumable costs. Juicero’s sales suspension means its Press and packs should be understood as a discontinued system, not as a current option.
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