Silicon Valley's US$400 juicer may be feeling the squeeze

Washington

ONE of the most lavishly funded gadget startups in Silicon Valley last year was Juicero Inc. It makes a juice machine. The product was an unlikely pick for top technology investors, but they were drawn to the idea of an Internet-connected device that transforms single-serving packets of chopped fruits and vegetables into a refreshing and healthy beverage.

Doug Evans, the company's founder, would compare himself with Steve Jobs in his pursuit of juicing perfection. He declared that his juice press wields four tonnes of force - "enough to lift two Teslas". Google's venture capital arm and other backers poured about US$120 million into the startup.

Juicero sells the machine for US$400, plus the cost of individual juice packs delivered weekly. Tech blogs have dubbed it a "Keurig for juice". But after the product hit the market, some investors were surprised to discover a much cheaper alternative: You can squeeze the Juicero bags with your bare hands. Two backers said that the final device was bulkier than what was originally pitched and that they were puzzled to find that customers cou…