This is Juicero, a $400 juice machine made by a Silicon Valley startup:
Think of Juicero like a Keurig for cold-pressed juice. It takes packets, sold by Juicero, and squeezes them really hard until juice comes out and into a glass.
But on Wednesday, a bombshell Bloomberg report said that investors were upset when they learned that the juice packets that Juicero sells can be squeezed by hand — no $400 machine necessary.
Juicero CEO Jeff Dunn responded to the report on Thursday. "What you will get with hand-squeezed hacks is a mediocre (and maybe very messy) experience that you won’t want to repeat once, let alone every day," Dunn wrote.
To underscore his response, he embedded a video that shows what's actually inside one of the company's juice packs: Nearly entirely pulp, suggesting that if users squeezed the pouch by hand, they wouldn't be able to get all of the juice out of the pouch. Still, the Bloomberg reporters said they got 7.5 ounces squeezing by hand, versus 8 ounces with the machine.
There's a little bit of liquid in the juice pouch, but not that much.
Here's what a Juicero juice pack looks like when it's been fully squeezed:
Yesterday, I drank a glass of "Beta Glow" purchased from a cafe in New York that serves Juicero juice. "Beta Glow" is the flavor depicted in the video above. It was a fine drink, not too sweet and more tart than I was expecting, but full of flavor.
Here's what my cup of Juicero juice looked like:
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