Juicero's failure is a cautionary tale about why not every product can be 'tech' and what happens when a business model is based on a fleeting trend.

Part 1: In this part, I am going over the story of Juicero and explain the timeline of their downfall. In the following videos, I will react to the Juicero founder, Doug Evans, talking about his company after its 2017 collapse in clips from 2016, 2018 and 2020.

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🧩 Background:

The history and current state of Juicero, a company that made waves in the world of kitchen appliances and cold-pressed juicing, is a story marked by innovation, controversy, and ultimately, a decline.

The Early Days and Innovation:
Juicero was founded in 2013 by Doug Evans, a tech entrepreneur with a passion for healthy living and juicing. The company burst onto the scene with a groundbreaking concept: a smart juicer that could turn pre-packaged, organic, and locally sourced produce into fresh, cold-pressed juice with a simple press of a button. At the time, this seemed like a revolutionary idea, promising to make healthy living more convenient for busy individuals.

Investor Hype and Funding:
Juicero generated significant buzz in the tech and health industries, attracting high-profile investors and raising over $120 million in funding. The company's sleek, high-tech juicer, which was connected to the internet and came with a subscription service for fruit and vegetable packs, was seen as the future of juicing.

Launch and Initial Success:
In 2016, Juicero finally launched its product to the public. The juicer itself was beautifully designed and featured state-of-the-art technology. Users could order pre-packaged Juicero produce packs, which contained chopped fruits and vegetables, and the juicer would apply several tons of force to squeeze every last drop of juice from these packs, claiming to offer superior taste and nutrition compared to traditional juicing methods.

Controversy and Downfall:
However, the excitement soon turned into controversy. It was revealed that the juice packs could be squeezed by hand, rendering the expensive Juicero machine unnecessary. This revelation sparked a public outcry and accusations of over-engineering and wastefulness. The media dubbed it "the $400 juicer that nobody needed."

Struggles and Shutdown:
Facing immense public backlash and plummeting sales, Juicero faced financial difficulties. In September 2017, just over a year after its launch, the company announced its closure. The Juicero machine, once hailed as revolutionary, was discontinued, and the remaining juice packs became increasingly difficult to find.

Legacy and Lessons:
The rise and fall of Juicero serve as a cautionary tale in the world of startups and innovation. While the company initially captured the imagination of investors and health-conscious consumers with its innovative approach to juicing, it ultimately failed to deliver on its promise of convenience and value. The controversy surrounding Juicero highlights the importance of maintaining a genuine and practical connection between innovation and consumer needs.

Today, Juicero stands as a symbol of the pitfalls of over-hyped startups and serves as a reminder that even the most innovative ideas must address real-world problems and provide tangible benefits to succeed in the competitive marketplace. While Juicero may have faded into obscurity, its story continues to serve as a valuable lesson for entrepreneurs and investors alike.

🌐 Sources:

   • Doug Evans, Founder Juicero | Founder...  
   • The Juicero Founder Is Really Into Ra...  
   • Surviving Juicero & Thriving on Sprou...