Jony Ive, the renowned designer formerly associated with Apple, has made an undisclosed investment in Cruz, a company that has created a USB-C-powered bottle cap with built-in blades. The device, called BlenderCap, is designed to turn drink bottles into portable blenders and was launched earlier this year at CES. The BlenderCap, priced at $129, comes with a 32-ounce vacuum insulated bottle and can also fit on other wide-mouth bottles from brands like HydroFlask.
Although Ive’s investment in Cruz may seem unexpected, it aligns with the fact that the company was founded by former Apple engineers Matthew Moore and Dakota Adams. These engineers were part of the team that developed the original Apple Watch and various iPhone components. Moore stated that Cruz aims to create products in the spirit of Apple.
The BlenderCap has garnered positive reviews, with journalist Sean Hollister noting its power to blend frozen fruit and its ability to make six full drinks per charge. The company’s unique selling point lies in its battery technology, which can pack more power into smaller form factors.
Aside from expanding its inventory of BlenderCaps, Cruz plans to introduce a range of new products with the help of Ive’s investment. The press release states that the company aims to create a technological ecosystem within the drinkware space, utilizing wide-mouth bottles as a platform. Cruz is also working on other consumer appliances and finds the kitchen space particularly interesting. Moore mentioned the versatility of their proprietary battery tech and its potential applications in small enclosures that require portable power.
Ive praised Cruz’s founders, describing them as deeply caring, gentle, tenacious, and rigorous in solving complex problems. In addition to Ive, former Apple VP Nick Forlenza and former eBay CEO Devin Wenig have invested in Cruz as well.