Announcing a Freemium version! Get your FREE subscription to Organic Insider today!

Juicero Emerges from Stealth Mode, Will Completely Disrupt the Home Juicing Industry

Juicero Emerges from Stealth Mode, Will Completely Disrupt the Home Juicing Industry

Over the last few years, there has been a lot of buzz, mystery and intrigue surrounding a secret company in Silicon Valley called Juicero. Not only has it raised more than $100M from venture capitalists, but it has been called “the future of juice” and “the biggest tech start-up you’ve never heard of”. Well, as of this morning, the company […]

Juice/Smoothies Pressed Juice Product Reviews Reviews

Over the last few years, there has been a lot of buzz, mystery and intrigue surrounding a secret company in Silicon Valley called Juicero. Not only has it raised more than $100M from venture capitalists, but it has been called “the future of juice” and “the biggest tech start-up you’ve never heard of”.

Well, as of this morning, the company is no longer in stealth mode and has officially launched to the public.

And what you will find is something that I believe to be the most disruptive juicing technology since Norman Walker invented the Norwalk cold-press juicer in the early 20th century.

Founded by former Organic Avenue CEO Doug Evans and backed by blue chip investors such as Kleiner Perkins and GV (formerly Google Ventures), the company aims to do to juicing what Apple’s iTunes did to music – to create an entire ecosystem that will completely change the way we juice at home.

Juicero describes itself as a “farm-to-glass” system and it has three main components:

Juicero Press – The electronic, Wifi-enabled, counter-top, hydraulic juice press that works at the press of a button. Yes, there’s only one button.

Juicero Packs – Proprietary packs contain 100% raw, organic produce that is triple-washed, chopped, mixed, packed and delivered to your home ready for juicing. The innovative design allows the produce to breathe until the moment of pressing, ensuring fresh juice in every glass.

At launch, the packs will come in five flavors:

Greens (spinach, celery, romaine, kale, lemon, cucumber)
Sweet Greens (apple, spinach, pineapple, kale, lemon)
Spicy Greens (pineapple, romaine, celery, cucumber, spinach, parsley, jalapeño, lemon)
Carrot Beet (carrot, beet, orange, lemon, apple)
Sweet Roots (carrot, beet, orange, lemon, apple).

Juicero App – Compatible with iOS and Android devices, the app is required for first time setup of the Juicero Press. Once set up, the app helps you (1) see the origins, nutritional benefits, and freshness of your produce (2) track your current Juicero Pack inventory and (3) schedule, modify or cancel upcoming pack deliveries via FedEx.


As someone who has been juicing for decades, I am intimately aware of the three main problems of making juice at home, all of which Juicero solves.

Time – From start to finish, juicing at home takes anywhere from 45 minutes to an hour. With Juicero, it takes a few minutes to make your juice and requires absolutely no work. None.

Clean-Up – Because of how the entire system has been designed, there is literally almost no clean-up.

Juice Quality – Many home juicers, particularly the centrifugal ones, create tremendous oxidation and do not extract as many nutrients and vitamins as a cold-pressed juicer. I sampled Juicero’s juice several weeks ago, and it is as good of a juice as you will find. Plus, with the packs, the produce will be picked from the ground and in your home within 72 hours. This ensures maximum freshness of the fruits and vegetables that you are consuming.


The Juicero Press retails for $699, and Juicero Packs cost $4-$10 each, based on the flavor.

Juicero will be launching first in California, and consumers in that state will be able to pre-order machines now, for delivery this summer. The company will also be partnering with select health, lifestyle, and food brands including Le Pain Quotidien and Gracias Madre to offer its juices.

A time frame for roll-out to the East Coast and to the rest of the U.S. has not been announced just yet.


As I mentioned above, I sampled the Juicero juice several weeks ago, and it is phenomenal, in both quality of the product and taste. Equally as important, the system offers an unprecedented experience of juicing at home.  There is no prep and zero mess, and the entire process takes just minutes. Juicero will completely raise the bar as to what home-juicing should be about.

With the popularity of juice exploding and people beginning to understand the tremendous benefits of a cold-press juicer (less oxidation, superior extraction method), Juicero will disrupt the juicing market in a way that we have yet to see. Without question, it will be the talk of the town in the juicing world, and I truly believe this to be a transformative technology.

I cannot wait to get mine!

For more information or to purchase a machine, visit



Interested in staying up-to-date on the most important news in the organic food world?

If so, make sure you Like my Facebook page, follow me on Snapchat (maxorganic) and Periscope (livingmaxwell), and join my email list.

To join my newsletter list, please enter your email below and I’ll send you my Top 5 Inexpensive Ways to Shop Organic.


(Disclosure: I have a financial interest in this company.)


  • Kudos to you! I hadn’t thought of that!

  • Monica says:

    Thank you for this article. I had Champion juicer and I didn’t like it. But now I have Samson Welles Hydraulic Press Juicer. It is one of the most affordable hydraulic press juicers. I have had it for 2 years, it is still going strong and I don’t have any problems with home-juicing at all.

    • Luke says:

      Oh, I have it too. The Samson Welles Hydraulic Press Juicer is the best juicer for me. It is very affordable compared to other hydraulic juicers.

  • If you dont mind, exactly where do you host your website? I am hunting for a great host and your website seams to be extremely fast and up almost all the time

  • That kind of thinking shows you’re an expert

  • Mathew says:

    I tasted Amc Juices in a fire from uhph sterilization machine of spanish company and i can see the future in industrial process

  • Christopher says:

    Ugh!! Another opportunity for the rich to have single serve plastic packs to throw in the trash because they are too busy with their high-paying, high-stress jobs to wash and slice their veggies! This machine will sit right next to the Keurig.

  • Jason Brent says:

    Are the pouches pasteurized (heat) or high pressured pasteurized (HPP)? Many of us think that to retain its nutritional value juice must be raw and not pasteurized. Otherwise it’s just a green pack of sugar and fiber.

  • Lilia says:

    Are the pouches recyclable?

  • Lawrence Neal says:

    I like the idea of a press, but not all the monopolistic other stuff. I paid $200 for a factory refurb Omega 8004 Slow Masticating juicer that works great and is quick and easy to clean. I juice a quart of vegetable juice every other night, probably 3-4 times what their pouch produces. I don’t like juicing fruits, they should be blended. Do the pouches come in the mail? I saw something the other day that said all fresh food sent by mail is irradiated.

  • K. Blankstein-ure says:

    I can buy a lot of organic fruit & veggies for $699…..gulp!!! Then to pay $10 for the packets, no thanks! Maybe do some demos at the Beverly Hilton or Bel Air Hotel!

  • Sigmeund says:

    I would say license the technology, license the packet and allow other manufacturers to make it as well. This will allow it to gain profit quicker. What is going to happen is that someone will reverse engineer it and then put it to market. I speculate that this will go the way of the beta player that very few had in their homes, as VHS was mass marketed. VHS was a lesser quality then beta, but the vast majority of consumers did not know.

  • Don says:

    In order to use the press, they have also stated that it is also MANDATORY that you subscribe to a minimum of 5 packs a week. They are not cheap. That could easily set you back $2,000.00 per year on top of the proprietary $700 press cost. Even if money meant nothing to me, I would much prefer locally sourced veggies that I can see and process myself. It’s NOT hard, and there are plenty of excellent juicers out there. I find this device patently ridiculous, and I predict it will be a massive failure.

  • WTF says:

    Smashing pouched vegetables is not innovative. I must be missing something…between this and soylent I am completely befuddled. Is food that bad on the west coast? Is it all made from sand and poop? Why does everyone hate eating actual food so much?

  • Josef says:

    It’s a very interesting, sophisticated press, still, I like to buy my ingredients, play with the flavors and deal with the mess later, one more point, I always thought that oxidation start as soon as you cut the fruits and vegetables, when I juice, I try to move as fast as I can, placing juice in jars with tight lids and so on, so how is that they offer “fresh” pre-cut/pre-grinded veggies, how do they deal with this oxidation?, am I missing something???….

  • Timothy Young says:

    I hope this and the Keureg Coffee Maker both fail and fail soon. Should they catch on they’ll rival disposable diapers for taking up landfill space and wasting resources. Innovative, creative unique, marketable? Perhaps so, but this is not a technology for anyone trying to lessen their carbon footprint.

  • Wanda Baker says:

    I think I will stick with my Vita Mix 400. It’s old, but it still works, and I can also grind my own grain, make smoothies, I’ve cream etc, etc. No plastic pouch to throw away, no wifi needed and no $700 for a one function machine.

  • Roni G says:

    The idea of not having to clean but adding your own veggies, fruits and superfoods will be much powerful. I use every morning a machine from a Korean brand called Hurom… works great.

  • Jesus Christ says:

    Literally a $700 press, that presses $7 plastic bags (outfitted with some kind of DRM most likely). Bags filled with fruit that produce a single cup of juice and add another plastic bag to our ever-growing landfills. Coupled with some spyware app of course, that’s REQUIRED to use the press. Sign me up.

  • Julia Barrientos says:

    I would just like the machine, please! Why not just sell the pouches or baggies and WE can fill them with whatever WE want? I always add turmeric to my concoction which I highly doubt will be included in any of the pouches. Bummer. I think I may just have to invest in making (a similar) the cold press juicer of my dreams.

  • LaLa says:

    Somebody help me here please, I think I’m missing something.
    So this juice comes in packets and instead of opening the spout, I have to buy a $700 contraption to push it out for me?
    Think I’ll stick to my current juicer – or if I get real lazy buy some organic cold pressed juice in the store.

  • Liz says:

    I never got into the Keurig craze because of the environmental impact, combined with running boiling water through a plastic “k-cup”. I saw this on IG yesterday & decided this will also be a pass. But, I’m also fortunate enough to have a local organic grocery store that carries a wide variety of cold pressed juices and even presses their own. I wish them luck though, I’m sure there’s others this will work for.

  • Tina says:

    Excited at first add I love living maxwell but seeing the system is don’t think it compares to juicing on your own. The little packet in comparison to my bountiful veggies, disappointing. It only takes me a half hour to juice. Start to finish. I wish him the best. For some, I imagine it will be great.

  • Kevin says:

    This will be a $100m flop similar to the Soda Stream and Keurig that has had its run then peters out. The bottom line is that its still pressed juice which strips away most of the fiber from the fruits and vegetables leaving mostly sugar. This causes serious blood-sugar fluctuations. Also, the price point of $700 plus the $4-$10 per pack (which is the same cost as fresh HPP blended juices) makes it so you have to use it 175 days to cover the cost of the machine versus buying your Blended Juice at your favorite natural retailer. Just saying.

  • Mike G says:

    Wow- What a brilliant idea. I buy the machine and the only way I can use it is to buy your pre-packed pouches. Keep the money rolling in. Thank you-I will pass

  • J T Janaki Lessard says:

    Yeah…my heart dropped when I saw the price tag, too! Another product that serves the top 1% among us…..Eventually, there might be less expensive copycats…..

  • Tillie Sfriend says:

    Definitely a new approach to juicing and quite innovative, but it’s hard to see this as a large scale consumer product. That’s a pretty small glass of juice for 10 bucks. Only the healthy/trendy elite will be able to afford this, which is too bad.

Post a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.