According to a letter to staff despatched at this time, Juicero CEO Jeff Dunn allegedly known as for a “strategic shift” on the firm that might contain reducing 25 % of workers and dropping the value of the press to below $200.
Juicero discovered itself within the Silicon Valley limelight in April, when Bloomberg reporters received ahold of one of many firm’s high-end presses and located that they may, by hand, squeeze a substantial quantity of juice out of the proprietary juice baggage which can be designed to work with the equipment. That left many to query what the juicer, which began at $700 and was later lowered to $400, was actually doing. It couldn’t press any fruits or greens apart from what got here within the juice baggage (that are delivered to prospects’ doorways for $5 to $7 a pouch). And in the event you purchase into the concept cold-pressed juice is by some means more healthy for you than juice from a centrifugal blender (a declare for which there’s little or no proof), then that objective gave the impression to be thwarted as properly—the produce in a number of baggage appeared to already be in a pulp type.
After a lot ridicule, Juicero CEO Jeff Dunn defended his firm’s product, saying that the elaborately engineered machine delivered extra constant pouch presses and prevented customers from by chance urgent expired juice packs by studying a barcode on the pack’s label.
Juicero shared Dunn’s latest letter to staff with Ars Technica. In it, the CEO indicated that the corporate would lower workers largely from gross sales and advertising and focus extra on product growth. An nameless supply talking to Fortune additionally mentioned that the corporate was aiming to chop the value of its juicer to “the $200 range.” Currently, the corporate is providing the Juicero press for an “exclusive price” of $199, plus $20 again for each $200 spent on juice packs so long as you purchase a minimal of $400 within the first 6 months of possession. It’s unclear whether or not this deal is everlasting or if new pricing particulars will come after the corporate’s shift.
In the letter, Dunn admits that “the current prices of $399 for the Press and $5 – $7 for produce Packs are not a realistic way for us to fulfill our mission at the scale to which we aspire.” But he additionally could not assist taking a crack at Bloomberg for sparking the corporate’s latest turmoil. “I also want to thank everyone for your professionalism this spring when Bloomberg claimed some sort of scoop that Packs could be hand-squeezed,” Dunn wrote. “It was frustrating to read that something we always knew about, and that our customers simply aren’t interested in doing, was somehow new and relevant. But you overcame the distraction and I appreciate your unflappable focus.”
When Juicero discovered itself in the midst of a wave of unhealthy press, Dunn provided prospects a full refund in the event that they weren’t pleased with their equipment. Today’s letter from Dunn claims that much less than 5 % of shoppers took benefit of the supply.