Meghan Markle's lifestyle brand As Ever has come under fresh scrutiny after claims that warehouses in the US are filling up with unsold jars of her signature jam. The allegations were discussed on the Daily Express royal podcast Royals Unscripted, where royal editor Emily Ferguson and commentator Carole Malone questioned whether there was enough demand for the Duchess of Sussex's premium-priced products.
Claims of unsold stock
Ms Malone claimed there were reports of warehouses full of jam that was not selling, questioning the performance of the product that helped launch Meghan's lifestyle venture. She said: “There are stories that in the States there's warehouses full of the jam which isn't selling.”
The comments come as Meghan prepares to bring selected As Ever products to the UK, with the reported range including tea, scented candles and limited-edition bookmarks. But her signature jam is expected to be absent from the initial British offering, with reports pointing to food import and export rules as the reason.
Price concerns and product criticism
Speaking on the podcast, Ms Malone said the brand's prices were high, claiming its products could struggle to attract British shoppers facing pressure from household bills. Ms Malone also criticised the consistency of the preserve, saying she had tasted it the previous year and describing it as “very runny”.
The commentator went on to question whether shoppers would be willing to pay premium prices for the products, particularly as the cost of everyday essentials continues to weigh on household budgets. She pointed to the reported UK prices of around £11 for tea and £50 for a scented candle, arguing that consumers could find alternatives for less.
Brand background and UK plans
The reported prices reflect the premium positioning of As Ever, which sells lifestyle and pantry products inspired by Meghan's interest in cooking, entertaining and home life. The brand first emerged as American Riviera Orchard in 2024 before being renamed As Ever in February 2025. Its first collection launched that April, featuring fruit spreads, herbal teas, honey and decorative flower sprinkles.
The range has since expanded to include candles, wine and gift collections, with products marketed around the idea of bringing small luxuries into everyday routines. Meghan's jam played a prominent role in the brand's early publicity. Before the wider launch, jars of strawberry spread were sent to friends and well-known figures, several of whom shared the products on social media.
The initial launch attracted considerable attention, with reports that some products sold out quickly. Meghan later said she wanted to step back, review sales data and consider the direction of the business before expanding its range. According to reports, the UK collection is expected to include herbal tea priced at around £11, scented candles costing approximately £50 and bookmarks priced at £15. Daily Express has approached As Ever for comment.
