Business, Buzz, Juicero, Silicon Valley

Juicero maker squeezed out of business after months of ridicule


Pour one out for Juicero.

The company behind the infamously useless $400 machine that empties fruit pulp out of bags has officially run out of juice.

The once-hyped startup became a poster child for Silicon Valley’s most ridiculous excesses when Bloomberg discovered earlier this year that it could be disrupted by the human hand. The reporters found that simply applying pressure to the bags yielded juice about as efficiently as the shiny wifi enabled appliance.

Juicero’s been in a bit of a squeeze since then. First, it was forced to hand out refunds to all the customers who felt ripped off by the revelation. Months later, it underwent a “strategic shift” in which it laid off a quarter of its workforce and tried to find ways to lower its $400 price tag. 

Meanwhile, the company had become an object of ridicule in the tech world, a self-parody of everything wrong with its hype-machine culture.

It did have some fans:

The company said in its final announcement on Friday that it will continue handing out refunds to anyone who was, for whatever reason, still holding out hope for the Juicero.

Sometimes even the smartest technology is no match for the power of the human hand.

 



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