The Magic Bullet is a compact

blender A blender (sometimes called a mixer (from Latin ''mixus, the PPP of miscere eng. to Mix)'' or liquidiser in British English) is a kitchen and laboratory appliance used to mix, crush, purée or emulsify food and other substances. A stationary ...

sold by Homeland Housewares, a division of the American company Alchemy Worldwide, and sold in over 50 countries."Alchemy Worldwide LLC CEO and Direct Response TV Veteran Lenny Sands Appointed by President George W. Bush to President's Export Council"
'' TheFreeLibrary.com'' (February 12, 2007) It is widely

marketed Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of business management and commerce. Marketing is usually conducted by the seller, typically a retailer or manufacturer. Products can ...

through

television advertisement A television advertisement (also called a commercial, spot, break, advert, or ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. ...

s and

infomercial An infomercial is a form of television commercial that resembles regular TV programming yet is intended to promote or sell a product, service or idea. It generally includes a toll-free telephone number or website. Most often used as a form of di ...

s and sold in

retail stores The retail format (also known as the retail formula) influences the consumer's store choice and addresses the consumer's expectations. At its most basic level, a retail format is a simple marketplace, that is; a location where goods and services ar ...

under the "

As seen on TV "As seen on TV" is a generic phrase for products advertised on television in the United States for directresponse mail-order through a toll-free telephone number. ''As Seen on TV'' advertisements, known as infomercials, are usually 30-minute show ...

" banner. A feature-limited retail version not under this banner called the "Magic Bullet Single Shot+" is also available. Since the introduction of the Magic Bullet, other incarnations include the Magic Bullet To Go, the Magic Bullet Mini, the Bullet Express, the Baby Bullet, the NutriBullet, the Party Bullet and the Dessert Bullet.

Product

The Magic Bullet is a personal blender that is designed to be used as a space saving replacement for other appliances such as a blender,

food processor A food processor is a kitchen appliance used to facilitate repetitive tasks in the preparation of food. Today, the term almost always refers to an electric-motor-driven appliance, although there are some manual devices also referred to as "food ...

, and electric

juicer A juicer, also known as a juice extractor, is a tool used to extract juice from fruits, herbs, leafy greens and other types of vegetables in a process called juicing. It crushes, grinds, and/or squeezes the juice out of the pulp. A juicer cla ...

. The name is derived from the

ogive An ogive ( ) is the roundly tapered end of a two- or three-dimensional object. Ogive curves and surfaces are used in engineering, architecture, woodworking, and ballistics. Etymology The French Orientalist Georges Séraphin Colin gives as ...

-shaped curve of the blending cups. The blender cup is dishwasher safe, and its cylindrical shape makes hand-washing easy. The entire Magic Bullet system consists of an electric blender base with a number of attachments. Attachments included with the product include: *one of two available screw-on blade attachments; the "cross blade" (used for chopping foods and crushing ice), *two mixing cups, one short and one tall, *two handled cups, called by the manufacturer "Party Mugs", which can be used to blend individual drinks (also with colored "Comfort Rings" that screw over the threads), *lids for the cups, intended for storing foods, and *an instruction manual which also contains a recipe book (''Magic Bullet 10 Second Recipes and Owner Manual''), featuring recipes prepared in the

and others. Other add-ons can be purchased separately: *perforated lids for the cups that are used to ventilate items cooked in the cup when using a

microwave oven A microwave oven, or simply microwave, is an electric oven that heats and cooks food by exposing it to electromagnetic radiation in the microwave frequency range. This induces Dipole#Molecular dipoles, polar molecules in the food to rotate and ...

, and to dispense hard foods that have been ground using the appliance, *the other of two available screw-on blade attachments: a "flat blade" (used for chopping harder foods, as well as for whipping), *other attachments include a full size blender pitcher and a manual juice extractor attachment.

Lawsuit and explosion allegations

In May 2018, Fox affiliate

KTTV KTTV (channel 11) is a television station in Los Angeles, California, United States, serving as the West Coast of the United States, West Coast flagship (broadcasting), flagship station of the Fox Broadcasting Company, Fox network. It is owned a ...

in Los Angeles obtained test videos from NutriBullet which appeared to show the machine exploding in different situations, and some consumers told FOX11 they were injured by using the blender. Fourteen people have sued the company saying they were cut or burned when their NutriBullet exploded. The company has denied responsibility for the consumers’ injuries.

Usage

The appliance is used by attaching a blade attachment to the desired cup and fitting the assembly upside down on top of the base. The base contains the motor that turns the blade, which is inside the cup. When one applies pressure to the top of the unit, the blade spins. If one turns the cup to lock into the base, it will continue to spin until it is disengaged.

Infomercial

The Magic Bullet is known for its 30-minute infomercial, broadcast mostly in the early hours of the morning.Magic Bullet
by Paul Lucas, April 24, 2007, infomercial-hell.comThe original Magic Bullet infomercial, first broadcast in the early 2000s, featured an unconventional format compared to typical direct-response advertisements."The Original Magic Bullet Infomercial"
YouTube, accessed May 25, 2025. Rather than employing a traditional studio setting or a formal pitch, the segment is set in a kitchen during what appears to be a morning-after gathering, where two hosts, "Mick" and "Mimi," demonstrate the appliance to a group of casual houseguests. Each guest represents a distinct personality type and reacts to the demonstrations, providing opportunities for the hosts to showcase various uses of the product. The infomercial includes quick preparation of recipes such as smoothies, omelets, and dips, emphasizing the device's speed and versatility with the repeated claim that it can perform tasks "in 10 seconds or less."

History

The Magic Bullet was developed and marketed by Alchemy Worldwide LLC, co-founded by Lenny Sands, Brady Caverly, and Jeff Clifford, all of whom had extensive backgrounds in infomercial production.Bogus Blenders – Alchemy Uses TV to Sell Magic Bullet
''Los Angeles Business Journal'', February 6, 2006 The company grew to over $200 million in annual sales, with the Magic Bullet accounting for $250 million in revenue during its first 17 months on the market.Blending up an infomercial success
''Los Angeles Daily News'', November 8, 2005 The design for the Magic Bullet was registered with the United States Patent and Trademark Office by Lenny Sands, who is listed as the inventor.Lenny Sands – Patent Listing
Justia Patents In 2015, Magic Bullet introduced an app that offers breakfast, lunch and dinner recipes to Magic Bullet users. In October 2017, the

Bluetooth Bluetooth is a short-range wireless technology standard that is used for exchanging data between fixed and mobile devices over short distances and building personal area networks (PANs). In the most widely used mode, transmission power is li ...

-enabled NutriBullet Balance was released. The blender works with a companion app which allows users to track calories from ingredients processed using the machine.

Patent infringement

The Magic Bullet has been replicated and imitated on more than one occasion. Homeland Housewares, LLC, is a member of

eBay eBay Inc. ( , often stylized as ebay) is an American multinational e-commerce company based in San Jose, California, that allows users to buy or view items via retail sales through online marketplaces and websites in 190 markets worldwide. ...

’s Verified Rights Owner (VeRO) program"Most of the purported 'Magic Bullet' Blender/Mixer Systems, parts and packaging available on eBay are counterfeit."
/ref> and has created a Consumer Counterfeit Watch web page in order to help educate consumers regarding these issues.

References

External links

Magic Bullet
nutribullet.com *{{YouTube, id=RtpKjgwi4Sc, title=The Original Magic Bullet – Part 1 Kitchenware brands Food preparation appliances Bartending equipment Infomercials