Step aside, Juicero—and hold my “raw” water.
Last year, Silicon Valley entrepreneur Doug Evans brought us the Juicero machine, a $400 gadget designed solely to squeeze eight ounces of liquid from proprietary bags of fruits and vegetables, which went for $5 to $8 apiece. Though the cold-pressed juice company initially wrung millions from investors, its profits ran dry last fall after journalists at Bloomberg revealed that the pricy pouch-pressing machine was, in fact, unnecessary. The journalists simply squeezed juice out of the bags by hand.
But this didn’t crush Evans. He immediately plunged into a new—and yet somehow even more dubious—beverage trend: “raw” water.