Mess-free countertop juicer brand Juicero has seen a five-fold increase in consumer adoption after dropping its price tag from $699 to $399, and is now working on a second iteration that will have a “more attractive” price point, says CEO Jeff Dunn after teaming up with Whole Foods to test Juicero in 11 stores. Consumers can mail the juice packs back to Juicero who sends them to TerraCycle for recycling.