In a letter posted on its website on Friday, Juicero said that it would be closing down its business. The Silicon Valley startup sold a cold-press juice machine that squeezed juice out of proprietary bags of fruit and vegetable matter. The bags were delivered to the Juicero owner’s home on a subscription basis.

“[A]fter selling over a million Produce Packs, we must let you know that we are suspending the sale of the Juicero Press and Produce Packs immediately,” Juicero wrote today.

The company was hailed by tech investors, but it ran into problems with price. The juice press was very expensive—it started out at $700 until the company reduced the price of the hardware to $400. That was not including the price of the juice bags, which cost $5-$8 each.

Things got worse for the company when Bloomberg reporters discovered that, with a little effort, they could squeeze most of the juice out of one of the produce bags by hand. That led people to question the point of having a cold press juicer if the press was acting on fruits and vegetables that, if not in juice form already, were pre-chopped into a near-pulp.

Juicero’s CEO Jeff Dunn defended his business and offered refunds for any unhappy customers. But by July, Juicero announced that it was going to make a “strategic shift” and drop the price of its juice presser to under $200 while also cutting staff. Still, a third-party teardown showed that the Juicero press was a complex machine with many specially made parts, which likely made the machine as expensive to produce as it was for a customer to buy.

It appears that the measures of Juicero's strategic shift were not enough, though. “In order to fulfill our mission, we announced last month that we would shift our resources to focus on lowering the price of the Press and Produce Packs,” Juicero wrote today. “We began identifying ways that we could source, manufacture and distribute at a lower cost to consumers.”

“During this process, it became clear that creating an effective manufacturing and distribution system for a nationwide customer base requires infrastructure that we cannot achieve on our own as a standalone business,” the company added.

Juicero wrote today that it would discontinue delivery of juice packs by September 4, and it offered to refund customers for their Juicero press if they contact the company before December 1, 2017.

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