Specimen 001 — Juicero: The $120M Juice Press
In 2016, Silicon Valley raised $120M to build a Wi-Fi juice press with 400 custom parts and DRM-encoded produce packets. In 2017, Bloomberg reporters squeezed the packets by hand. The machine was obsolete within five months.
Specimen 001 — Juicero
Artifact: Juicero Wi-Fi Juice Press
Manufacturer: Juicero, Inc. (San Francisco, CA)
Active: 2016 – 2017
Cause of termination: Product rendered obsolete by human hands
Field Notes
In 2016, former SoulCycle instructor Doug Evans raised $120 million from the most credentialed investors in Silicon Valley to build a cold-press juicer. The device weighed nine kilograms. It contained over 400 custom-engineered components, including a 4-ton hydraulic press mechanism machined to tolerances ordinarily reserved for aerospace manufacturing.
The Juicero retailed at $699 — later reduced to $399 — and accepted only proprietary pre-filled produce packets, each priced at $5 to $8 and encoded with a DRM QR code that the machine would scan before authorising the squeeze. Packets had expiry windows. If the packet was out of date, the press refused to operate.
In April 2017, Bloomberg reporters discovered that the DRM-protected packets could be squeezed by hand — bare human hands — producing juice faster than the machine.
Juicero shut down five months later. Remaining inventory could not be recycled.
Key Data
| Metric | Value |
|---|---|
| Total funding | $120M |
| Lead investors | Kleiner Perkins, Google Ventures |
| Press price (launch) | $699 |
| Press price (final) | $399 |
| Packet price | $5 – $8 each |
| Custom components | 400+ |
| Press force | ~4 tons |
| Time to obsolescence after Bloomberg test | 5 months |
Era Epitaph
The machine was not a juicer. It was a monument to the belief that any problem, including squeezing fruit, deserves a $120 million engineering solution.
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