Juicero Raises $70m To Disrupt The At-Home Juicing Market

SAN FRANCISCO, United States  In the same way Nespresso has changed the way we brew our morning coffee, Juicero is about to completely disrupt the at-home juicing market.

The California-based startup officially launched this week, after closing a $70m Series B round, led by Artis Ventures.

The man behind the venture, Doug Evans, is the former CEO and co-founder of Organic Avenue. Evans has spent the last few years creating a truly game changing piece of technology. But beyond that, and a central tenant of his vision, consumers will now also be able to track the ingredients all the way to the farm in which they were grown.

Juicero starts with 100% organic fruits and vegetables, cleverly packaged into individual pouches compatible only with their countertop device – priced at $699. A single pouch then sells for around $7, ensuring a recurring revenue stream for the business beyond the hardware.

For now, Juicero pouches will be available via the website’s e-commerce subscription model – and only in California – with long-term plans to sell through retailers.

Through a QR code on each juice pack, users can track from farm to kitchen consumption, with real-time information about that produce.

“Juicero’s thoughtfully connected juice press, integrated with a QR code inventory tracking system, represents a new breed of devices whose connectivity and inventory tracking can revolutionize supply chains,” said Mike Harden, Senior Partner of Artis Ventures.

This information, Harden explains, benefits the consumer from a health and food safety perspective, but also signals demand to organic farmers.

“With more than 140 patents pending and a promise of “farm to glass in 72 hours,” Juicero delivers the convenience of Nespresso and Keurig; the quality and taste of world-renowned chef Jean-Georges Vongerichten; and the connected integration of Nest to provide universal access to healthy, organic food,” he adds.

The venture capital group have watched Evans execute successfully on an idea that has taken two years to bring to life. The concept itself, Artis recognised, taps into multiple fast growth areas including the $14 billion single-serving home appliance, $32 billion bottled juice, and $39 billion connected home markets.

But will Juicero become a household name for juicing? And should the likes of Suja and Evolution Fresh be concerned? Time will tell.

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