Tagged With juicero

Juicero, the startup that brought us $US399 cold press juice machines that work as good as your bare hands, shut down earlier this month. While his company was being squeezed dry, founder Doug Evans reportedly posted a video of himself vanishing into a sandstorm at Burning Man. And now, a few weeks later, Evans has apparently emerged to embrace a new overpriced beverage: raw water.

Dozens of people will no longer be able to use an over-engineered machine to squeeze cold press juice from a bag in the near future. Juicero, the startup that became a symbol of the tech industry's mission to solve problems no one has, is officially shutting down.

Juicero began in secret. The startup, a sort of Keurig for cold-pressed plant-water -- which made headlines for the $US120 million ($161.8 million) in venture capital it secured from the likes of Google and Kleiner-Perkins between 2013 and 2015, and again when it announced its Wi-Fi-connected countertop appliance would cost a jaw-dropping $US700 ($943) on launch -- intended to keep its business free from prying eyes, either because it feared corporate espionage, mockery or both. Was it the future of convenient health food, or an overfunded subscription service for bags of chopped up plants?

I've said it before and I'll say it again: I love Juicero. I love this dumb, insanely over-engineered, $US400 ($535) juice squeezing machine that works marginally better than using your own hands. And it turns out I may share that passion with America's First Daughter, Ivanka Trump.

For those that came in late, here's the lowdown on one of Silicon Valley's stupidest innovations to date. You'll laugh, you'll cry, you'll never look at juice the same again.

This week saw the latest chapter in the utterly wonderful saga of Juicero, the $US400 ($532) juice machine maker that attracted $US120 million ($160 million) in venture capital funding. On Wednesday, a bombshell Bloomberg report exposed the secret that threatened to ruin the company: You can get almost exactly the same juice without the company's expensive press by squeezing their damn bags yourself with the hands God gave you.

The latest startup to "catch Silicon Valley's eye" is a company called Juicero that's selling, essentially, a $900 Nespresso for organic cold-pressed juice. Even though it offers the kind of overpriced, niche gizmo you'd find in a Hammacher Schlemmer catalogue, the company is flush with $US120 million in investment capital. Silicon Valley giants are betting on its success.