What happened to Juicero?

Juicero was a manufacturer of juicing machines founded by Doug Evans in 2013. The Juicero Press was overpriced at launch and only squeezed juice from branded, pre-packaged food and vegetable sachets. Juicero’s flagship product was rendered obsolete after Bloomberg News reported that juice of similar quality and quantity could be obtained by hand-squeezing. Juicero machines were also needlessly complex, with Evans taking design and engineering cues from Apple. This is a great example of a good idea, killed by bad execution.

Introduction of JuiceroJuicero was founded in 2013 and gained notoriety for its high-tech juicing system. It introduced a countertop appliance that could press pre-packaged, proprietary juice packs, providing users with fresh juice without the need to manually prepare or squeeze fruits and vegetables. The concept aimed to offer convenience and health-conscious consumers access to nutritious juices.
Investor Funding and HypeJuicero attracted significant investment from venture capitalists, raising hundreds of millions of dollars. The company garnered substantial media attention and was often lauded for its innovative approach to juicing. The hype surrounding Juicero led to high expectations for the product’s success in the market.
Challenges and CriticismsDespite the initial excitement, Juicero faced several challenges. Critics pointed out that the proprietary juice packs could be squeezed by hand, rendering the expensive countertop appliance unnecessary. This revelation raised questions about the product’s value proposition and its high price point. Additionally, the subscription-based model for juice pack delivery faced criticism for its cost and environmental impact.
Price Reduction and ShutdownIn response to the criticisms and challenges, Juicero reduced the price of its juicing system and juice packs. However, the changes were not sufficient to overcome the fundamental issues surrounding the product. In September 2017, just four years after its founding, Juicero announced it was shutting down its operations. The decision to close the company marked the end of its ambitious journey in the juicing market.
Lessons LearnedJuicero’s rise and fall served as a cautionary tale in the world of startups and product development. It highlighted the importance of delivering genuine value to customers and addressing practical needs. The company’s reliance on technology for a process that could be accomplished manually also emphasized the significance of market research and understanding consumer behaviors and preferences.
Legacy and ImpactWhile Juicero itself did not succeed, its brief existence had an impact on discussions about innovation, product pricing, and the role of technology in daily life. The company’s story continues to be referenced in conversations about the broader landscape of startups, tech-driven consumer products, and the challenges of meeting consumer expectations in a competitive market.


Juicero was a manufacturer of fruit and vegetable juicing machines. The company was founded by Doug Evans in 2013.

The flagship Juicero Press used single-serve packets of diced fruits and vegetables sold to consumers on a subscription basis. Each Juicero Press also offered Wi-Fi connectivity.

Juicero claimed its machines and smart packaging helped consumers eat more healthily, but the company was embroiled in controversy seemingly from day one.

So what happened to Juicero? Following is a look at the intriguing story of yet another tech start-up collapsing after receiving substantial investor funding.

The Juicero Press

When the Juicero Press was first released in 2016, it was priced at $699. The price was then reduced to $399 early in 2017 after abysmal sales. 

Each pre-packaged serving of fruit and vegetable had a QR code that needed to be scanned and verified by the juicer while connected to the internet.

Former CEO Jeff Dunn argued that this prevented produce from being used past its expiration date, but consumers saw the measure as prohibiting them from juicing their own fruit and vegetables.

The Juicero Press was thus expensive to purchase and also to use, with fruit and vegetable packs typically costing between $5-$7.

Bloomberg controversy

The Juicero Press suffered further criticism in 2017 after Bloomberg News published a story implying the proprietary produce packs could be squeezed by hand.

Not only could they be squeezed by hand, but the resultant juice was comparable in quality and quantity to juice produced from the $399 machine.

The company jumped to the defense of the Juicero Press, claiming that squeezing by hand created a mess and detracted from the user experience. 

Nevertheless, it offered a refund to disgruntled customers and no doubt suffered further reputational damage.


Venture capitalist Ben Einstein disassembled his juicer and noted it was “an incredibly complicated piece of engineering” for a fundamentally simple process.

The internal elements of the juicer were assembled with great attention to detail and a polymer used for white components underwent 8 separate revisions before acceptance. 

Raising nearly $120 million before shipping a single product, the Juicero product design team was unconstrained by money or time. They were also under the guidance of Evans, who had worked with Jobs in a previous life and considered him to be a major design inspiration.

Ceasing operations

By June of 2017, Juicero had terminated 25% of its workforce and was making a 4 million dollar loss each month.

On September 1, 2017, Juicero announced it would be ceasing operations and suspending sales of the Juicero Press after only 16 months on sale.

Aside from its flagship product being too expensive and not solving a genuine problem, distribution was also underdeveloped. Announcing the shutdown, the company noted that 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.

Key takeaways:

  • Juicero was a manufacturer of juicing machines founded by Doug Evans in 2013. The Juicero Press was overpriced at launch and only squeezed juice from branded, pre-packaged food and vegetable sachets.
  • Juicero’s flagship product was rendered obsolete after Bloomberg News reported that juice of similar quality and quantity could be obtained by hand-squeezing.
  • Juicero machines were also needlessly complex, with Evans taking design and engineering cues from Apple. Ultimately, the Juicero Press was too expensive and did not address a significant consumer problem. If it had sold in any great quantity, it would also have been hampered by a weak distribution network.

Timeline and Key Highlights

  • Concept and Product: Juicero was a manufacturer of juicing machines that aimed to provide consumers with fresh fruit and vegetable juice from branded, pre-packaged sachets. The Juicero Press was the flagship product, equipped with Wi-Fi connectivity and QR code verification for each pack.
  • Overpriced and Complex: The Juicero Press was initially priced at $699 and later reduced to $399 due to poor sales. The juicer was unnecessarily complex and over-engineered for a simple juicing process, leading to high manufacturing costs.
  • Bloomberg Controversy: Juicero faced criticism and reputational damage after a Bloomberg News report showed that the proprietary packs could be squeezed by hand, producing similar quality and quantity of juice as the machine.
  • Design Inspiration from Apple: Founder Doug Evans took design and engineering cues from Apple, but the result was a product that lacked practicality and cost-effectiveness.
  • Financial Struggles: Despite raising nearly $120 million in funding, Juicero faced significant financial losses and terminated a quarter of its workforce. The company’s distribution network was weak, further contributing to its challenges.
  • Shutdown and Ceasing Operations: After only 16 months on the market, Juicero announced the suspension of sales and ceased operations in September 2017. The product’s high cost, lack of genuine consumer problem-solving, and weak distribution infrastructure led to its downfall.

Other Failure Stories

What Happened to WeWork

WeWork is a commercial real estate company providing shared workspaces for tech start-ups and other enterprise services. It was founded by Adam Neumann and Miguel McKelvey in 2010. WeWork’s business model was built on complex arrangements between the company and its landlords. There were also several conflicts of interest between Neumann and WeWork, which provided the impetus for the failed IPO and significant devaluation that would follow.

What Happened to Netscape

Netscape – or Netscape Communications Corporation – was a computer services company best known for its web browser. The company was founded in 1994 by Marc Andreessen and James H. Clark as one of the internet’s first and most important start-ups. The Netscape Navigator web browser was released in 1995 and became the browser of choice for the users of the time. By November 1998, it had been acquired by AOL, which tried unsuccessfully to revive the popularity of the web browser. Ten years later, Netscape was shut down entirely.

What Happened to Musical.ly

Musically, or Musical.ly as it is officially known, was a Chinese social media platform headquartered in Shanghai. After passing 200 million users in May 2017, the platform was shut down by tech company ByteDance in November. After its acquisition, ByteDance suggested Musical.ly would continue to operate as a standalone platform. Company representatives noted that it would be able to leverage ByteDance’s AI technology and enormous reach in the Chinese market. Musically was ultimately absorbed into TikTok in June 2018, with the app no longer available in August of the same year. Existing users were offered technical support and several new features as a sweetener.

What Happened to Vine

Vine was an American video social networking platform with a focus on looping video clips of six seconds in length, founded by Dom Hofmann, Rus Yusupov, and Colin Kroll in 2012 to help people capture casual moments in their lives and share them with their friends. Vine went on to become a massively popular platform. Yet by 2016, Twitter discontinued the mobile app, allowing users to view or download content on the Vine website. It then announced a reconfigured app allowing creators to share content to a connected Twitter account only. This marked the end of Vine.

What Happened to CNN Plus

CNN Plus was a video streaming service and offshoot of CNN’s cable TV news network that was launched on March 29, 2022. The service was ultimately shut down just one month after it was launched. Trouble began for the platform when parent company WarnerMedia merged with Discovery. The latter was unimpressed with paltry viewer data and, with $55 billion in debt to clear, was not interested in funding CNN+ moving forward. Other contributing factors to CNN Plus’s demise include a lack of compelling content and streaming service market saturation.

What Happened to Clubhouse

Clubhouse is a social app that allows thousands of people to communicate with each other in audio chat rooms. At one point, the company was worth $4 billion and boasted users such as Mark Zuckerberg and Elon Musk. Clubhouse declined because it rode the wave of pandemic lockdowns and suffered when people resumed their normal routines. The decision to remove the invite-only feature also caused a rapid influx of new members and removed any exclusivity. Clubhouse management also failed to define a business model and was unaware of the components of a successful social media site.

What Happened to Facebook


What Happened To Carvana

Carvana is an American online used car retailer headquartered in Tempe, Arizona. The company – which sells cars in unique vending machines – was the fastest-growing used vehicle retailer in the United States, with revenue of $3.94 billion in 2019. Yet by 2022, on $12.8 billion in revenue, the company reported almost $2.9 billion in net losses.

What Happened To Houseparty

Houseparty was an app-based group video chat platform for mobile and desktop. Released in February 2016, the platform rapidly grew to hundreds of millions of users and was the #1 social app in 82 countries by May 2020. Less than 18 months later, however, owner Epic Games announced that it would be shutting down the app in October 2021. Let’s explain the reasons for Houseparty’s demise below.

What Happened To ChaCha

ChaCha was a human-guided search engine founded in 2006. The platform provided a valuable service at a time when traditional search engine algorithms were unreliable and less developed. When algorithms did become sufficiently developed, they provided answers to questions for free and much more rapidly than ChaCha could. The ChaCha business model was also unscalable, with employees overworked as the company tried to stay ahead of innovation. ChaCha’s demise was also compounded by the smartphone, which provided another avenue for consumers to find information. A belated attempt to restructure and cut costs followed, but the company could not service its debt past 2016.

What Happened To RadioShack

RadioShack is an American electronics retailer founded by brothers Milton and Theodore Deutschmann in 1921. The company enjoyed market dominance in the 70s and 80s but faded fast after a slew of missed opportunities. RadioShack operated over four thousand stores in the USA, but many were placed too close together which caused sales cannibalization. These stores were also often small and had a confusing inventory mix. RadioShack sold the first mass-produced personal computer with much success. However, the company saw no future in personal computers because of the high cost of hardware. It then instructed sales managers to intentionally keep PC sales under a certain threshold.

What Happened To Compaq

Compaq was an American developer and producer of computer products and services. After strong initial success, the company was acquired by HP in 2002 with the Compaq brand retired in 2013. Compaq’s short-sighted acquisition of DEC provided the catalyst for its decline. While the company was dealing with the ramifications of the acquisition, competitors such as Dell and Gateway increased their market share. Compaq also experienced a loss in revenue after the dot-com bubble burst. This was exacerbated by the standardization of chipsets and motherboards by Intel.

What Happened To Kodak

Kodak is an American photography product and service company founded in 1892 by George Eastman and Henry A. Strong. After dominating the photographic film industry for decades, the company filed for bankruptcy in 2012. Kodak was not ignorant of digital camera technology. But it did fail at various stages to commit to digital products entirely despite overwhelming evidence that the technology would prove profitable. Kodak was also the victim of the changing retail landscape and consumer sentiment toward foreign products in the United States. Blind in its devotion to printing, it also missed an opportunity to create a Facebook-style photo-sharing website three years before Facebook itself was conceived.

What Happened To Friendster

Friendster was a social networking site that then transitioned to a gaming platform. Ultimately, Friendster failed to capitalize on its early success as one of the first social media platforms to experience mass uptake. When Friendster became a gaming platform, it failed to notify its user base. This set in motion the migration of users to Facebook which would continue for some years. Friendster’s decision to raise funds via venture capital funding populated its board with investors who were not interested in technology or innovation. The company was acquired by MOL Global in 2009 who then sold its patents to Facebook soon after.

What Happened To StumbleUpon

xStumbleUpon was an early social network founded by Garrett Camp, Geoff Smith, Justin LaFrance, and Eric Boyd. At one point, the platform was responsible for half of all social media traffic in the United States. StumbleUpon suffered intense competition from the likes of Pinterest, Digg, and Reddit – both in terms of site functionality and monetization strategy. After a failed partnership with eBay, Camp bought back the company and instituted a major redesign to limited success. The StumbleUpon user experience became outdated as consumers preferred to waste time scrolling through news feeds. Upon this realization, Camp shut down the service in 2018 to focus on a more modern iteration called Mix.com

What Happened To Altavista

Altavista was a pioneering search engine developed by a group of Digital Equipment (DEC) researchers. It was originally created to showcase the power of a then-revolutionary DEC supercomputer. After an ominous partnership with Yahoo in 1996, AltaVista underwent a series of acquisitions and format charges as several companies tried to make it profitable. In the process, the search engine lost market share to up-and-comer Google. Yahoo acquired AltaVista in 2003 and absorbed the technology behind the search engine into its own platform. AltaVista was formally put to rest ten years later.

What Happened To Blockbuster

Blockbuster was an American movie and video game rental chain. The company went from industry leader to filing for bankruptcy with $1 billion in debt in less than a decade. Blockbuster relied on late fees to drive a high proportion of revenue. This strategy proved uncompetitive after Netflix offered fee-free movie rentals by mail. Blockbuster lost significant market share to Netflix in the ensuing years and experienced a decline in profit after abolishing late fees in an attempt to remain competitive. Blockbuster’s demise is mostly due to an inability to innovate. Although passing on the offer to purchase Netflix is noteworthy, the company failed because of a myopic focus on its outdated rental franchise model.

What Happened To Napster

Napster was a peer-to-peer music-sharing software application. It was the first such platform to provide free access to the full history of recorded music online. Napster quickly attracted the attention of music artists, with Metallica instigating court proceedings against the company for copyright infringement and the distribution of unreleased music. Napster was forced to shut down after the Recording Industry Association of America won a court injunction. Mounting legal fees and compensation costs led to the company filing for bankruptcy in 2002.

What Happened To BlackBerry

BlackBerry is an iconic smartphone brand owned by Canadian company BlackBerry Limited. The company enjoyed first-mover status in the smartphone industry, but ultimately squandered its advantage. BlackBerry was ignorant and in some ways disrespectful of competitors in the industry. It was more concerned with protecting its proprietary technology than innovating to stay relevant. Though profitable to some extent, BlackBerry’s focus on enterprise customers came at the expense of the far more lucrative consumer market. Government opposition to censoring information also eroded one of the core strengths of the company’s smartphone.

Why Nokia Failed

Nokia is a Finnish telecommunications, consumer technology, and information technology company founded in 1865. It enjoyed 51% of the global market share for mobile phones in 1998. Nokia’s device-based hardware system was cumbersome and outdated, but the company persisted with it while competitors developed the software-based iOS and Android operating systems. By the time Nokia phones offered Android, the company had been left behind. Corporate mismanagement within Nokia was rife and culture suffered as a result. Internally and externally, the company failed to acknowledge its diminishing relevance and market share.

What Happened To Xerox

Xerox is an American corporation selling print and digital document products and services worldwide. The company failed to capitalize on revolutionary research performed at its PARC R&D center. Xerox was visited by Steve Jobs in 1979 who gained access to PARC in exchange for Xerox receiving shares in Apple. He then purchased the rights to a Xerox GUI and used it to produce the Apple Macintosh. Xerox released the Xerox Star personal computer in 1981 in a rare example of the company selling an innovative product commercially. However, the Star was prohibitively expensive, targeted the wrong market, and was a decade ahead of its time.

What Happened To Quibi

Quibi was an American short-form streaming service for smartphones. Unfortunate timing with the onset of the COVID-19 pandemic is at least partly responsible for the failure of the platform. Despite billions being invested in securing high-end talent and production studios, Quibi content was generally poor quality. In any case, there was no way for consumers to share or engage with the content they did enjoy. Quibi was not helped by its pricing strategy and the presence of established competitors offering more for less. It was also improperly and inadequately marketed.

About The Author

Scroll to Top