According to a letter to employees sent today, Juicero CEO Jeff Dunn allegedly called for a “strategic shift” at the company that would involve cutting 25 percent of staff and dropping the price of the press to under $200.

Juicero found itself in the Silicon Valley limelight in April, when Bloomberg reporters got ahold of one of the company’s high-end presses and found that they could, by hand, squeeze a considerable amount of juice out of the proprietary juice bags that are designed to work with the appliance. That left many to question what the juicer, which started at $700 and was later reduced to $400, was really doing. It couldn’t press any fruits or vegetables other than what came in the juice bags (which are delivered to customers’ doors for $5 to $7 a pouch). And if you buy into the idea that cold-pressed juice is somehow healthier for you than juice from a centrifugal blender (a claim for which there is very little evidence ), then that purpose seemed to be thwarted as well—the produce in several bags seemed to already be in a pulp form.

After much ridicule, Juicero CEO Jeff Dunn defended his company’s product, saying that the elaborately engineered machine delivered more consistent pouch presses and prevented users from accidentally pressing expired juice packs by reading a barcode on the pack’s label.

Juicero shared Dunn’s recent letter to employees with Ars Technica. In it, the CEO indicated that the company would cut staff mostly from sales and marketing and focus more on product development. An anonymous source speaking to Fortune also said that the company was aiming to cut the price of its juicer to “the $200 range.” Currently, the company is offering the Juicero press for an "exclusive price" of $199, plus $20 back for every $200 spent on juice packs as long as you buy a minimum of $400 in the first 6 months of ownership. It's unclear whether this deal is permanent or if new pricing details will come after the company'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 also couldn't help taking a crack at Bloomberg for sparking the company's recent 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 found itself in the middle of a wave of bad press, Dunn offered customers a full refund if they weren’t happy with their appliance. Today's letter from Dunn claims that less than five percent of customers took advantage of the offer.