Last week the internet enjoyed a rare moment of harmony as it gathered together to mock Juicero, the high tech juice company that raised $120 million to hawk $400, wifi-enabled juicers. A meticulously reported Bloomberg story and accompanying video demonstrated that despite its boasts of aircraft-grade aluminum and four tons of pressing power, it was possible to squeeze Juicero juice packs–which you cannot buy without first purchasing the juicer, called The Press–by hand, to pretty much the same effect.
A tech writer friend and I have had an ongoing joke about Juicero since this gushing New York Times profile of founder Doug Evans came out last year, the punchline being, if you’re a certain type of white guy (read: unconventional, but rich, with a charming if slightly sociopathic personality), you can get Silicon Valley dollars like you have an ATM card, no matter how dumb your idea is.
But here’s the rub–I like drinking juice or smoothies for breakfast, and most juicers really are a pain to clean and I get annoyed by my own lack of creativity when it comes to my smoothie game. Surely there must be some kind of juice interruption that actually delivers, without having to purchase a $400 lie.
There is and the company started in Brooklyn, of course.
Greenblender, to use a tired, but useful formulation, is Blue Apron for smoothies. For $49 a week (less if you commit to several months at a time) you get recipes and ingredients for five different smoothies, two servings of each. You just pop them in a blender and voila, breakfast in about five minutes. Technically these are smoothies–no pulp or fiber is removed, it’s all blended all in there, but they’re much more fruit and vegetable foward than your standard smoothie, which is really a milkshake in disguise. Think of Greenblender concoctions more like super juice. You could not squeeze these ingredients with your bare hands and get a drink from your efforts. (more…)
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