# Juicero

> Juicero was a San Francisco hardware startup that built a Wi-Fi-connected, $699 cold-press juicer paired with proprietary single-serving produce packs sold by subscription. Backed by roughly $118.5 million from Kleiner Perkins, Google Ventures, and Campbell Soup's venture arm, it became a Silicon Valley cautionary tale in 2017 after Bloomberg showed the packs could be squeezed by hand just as effectively as the machine. The company suspended sales in September 2017. The juicero.com domain now hosts an unrelated sparkling-water brand revived in 2025.

- **Founded:** 2013
- **Headquarters:** San Francisco, California, United States
- **Founders:** Doug Evans (Founder and CEO (until October 2016))
- **Team size:** Roughly 232 employees at peak (June 2017) before layoffs; the current revived sparkling-water brand lists about 21
- **Products:** Juicero Press, Produce Packs
- **Notable:** Raised roughly $118.5 million from top-tier investors including Kleiner Perkins and Google Ventures, Shipped a polished, award-recognized connected appliance designed by Fuseproject, Became one of the most-cited business-school case studies on product-market fit and over-engineering

## Products & services

- **Juicero Press** — A Wi-Fi-connected countertop cold-press juicer, launched at $699 in March 2016 and later cut to $399. Designed by Yves Behar's Fuseproject, it applied up to roughly 8,000 pounds of force and scanned a QR code on each pack to verify contents and freshness.
- **Produce Packs** — Single-serving bags of pre-chopped, pre-pressed fruits and vegetables sold by subscription for about $5 to $7 each, with an eight-day shelf life and a QR code the machine read before pressing.

## Achievements

- Raised roughly $118.5 million from top-tier investors including Kleiner Perkins and Google Ventures
- Shipped a polished, award-recognized connected appliance designed by Fuseproject
- Became one of the most-cited business-school case studies on product-market fit and over-engineering

## Latest updates

- **2016-03** — Juicero Press launches publicly at $699 alongside a reported $70M raise.
- **2016-10** — Founder Doug Evans steps aside; Jeff Dunn, former Coca-Cola North America president, becomes CEO.
- **2017-01** — Machine price cut from $699 to $399.
- **2017-04** — Bloomberg publishes the hand-squeeze story and video; widespread mockery follows.
- **2017-07** — Company lays off about 25% of staff.
- **2017-09** — Juicero suspends sales, offers refunds, and seeks a buyer; effectively defunct by December 2017.
- **2025-05** — The juicero.com domain reappears as an unrelated sparkling-water brand.

## Links

- Website: https://juicero.com
- LinkedIn: https://www.linkedin.com/company/juicero
- Twitter/X: https://twitter.com/juicero
- Facebook: https://www.facebook.com/juicero

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Profile page: https://yespress.io/juicero
Published by YesPress — https://yespress.io
Last updated: 2026-06-08