I remember they tried to use the environmental angle for marketing. They claimed that they were making use of discarded fruit pulp that would have gone to waste.
But of course it was actually an efficiency nightmare. They shipped the pulp to their factory, then shipped the weight of the pulp plus juice to the customer, who would then throw out half the weight of each package.
It would have been way more efficient for them to just buy the pulp, squeeze it in industrial quantities and sell bags of juice like some trendy health thing. But of course then they would have been a juice company instead of a tech company, and juice companies don't get as much venture capital.