Celebrity chef Jameson Stocks has delivered a blistering verdict on Meghan Markle's latest As Ever launch, accusing the Duchess of being "completely out of touch" and calling the product a "complete con".
The Duchess of Sussex has expanded her As Ever range with a new Spiced Apple Butter, unveiling the autumnal addition as attention turns to her return to the UK. On paper, the timing could hardly be better, with apples, cinnamon and warming spices lending themselves perfectly to the cosy flavours synonymous with British autumn and winter cooking.
Chef's Blistering Verdict
Speaking exclusively to the Daily Express, Stocks tore into both the product and its price, arguing there is little new about the 45-year-old's latest culinary offering. He said: "Spiced apple butter has been a pantry staple for decades, so there's little that feels new or innovative about it."
"Just another b******t overpriced product at $12 - almost £9, it seems like the rest of her products, a complete con," he added. Stocks claimed the spread was essentially "a basic blend of apples, sugar, and spices", adding: "It's seriously overpriced; at that price, I'd expect her to make it herself."
Home-Made Alternative
The product retails for $12, roughly £8.80, but Stocks has exclusively shared his own recipe with the Daily Express, claiming shoppers can recreate the autumnal spread for a fraction of the price using ingredients many will already have in their kitchen cupboards. He said: "Prepare it at home, save £8.50, and enjoy a product that's 100% fresher."
Despite his blistering assessment of Meghan's version, Stocks conceded that apple butter itself is perfectly suited to this time of year - and can be far more versatile than simply spreading it on toast. "Apple chutney and apple butter are excellent autumn and winter products, ideal for hampers and gifts. I enjoy them on homemade pancakes, while my children like them stirred into yoghurt," he said.
Brand Under Fire
The chef insisted shoppers need not pay a premium for something relatively straightforward to prepare at home. He added: "Paying £8 or £9 Meghan tax for the privilege of her label on a jar further proves that she's completely out of touch with the majority of people, when you can make it yourself in just 15 minutes and produce 10 or 12 jars for the same price."
The launch also provides another indication that Meghan has no intention of quietly shelving As Ever as her life takes a more British turn. The lifestyle brand has become a major part of the Duchess's post-royal identity, with Meghan expanding beyond her original preserves into products including honey, teas, flower sprinkles and wine.
Yet Stocks questioned whether greater proximity to Britain and inevitably the Royal Family would translate into British shoppers filling their baskets. "Her brand is like a dying dog, and limping around – it feels more ego-driven than consumer-focused," he claimed.
Stocks argued As Ever could initially benefit from curiosity surrounding Meghan's new chapter, but questioned whether that would translate into lasting consumer demand. "I would be surprised if the products performed strongly in the UK," he said, before adding: "They may attract some interest as novelty items, but probably not much beyond that."
Stocks continued: "The brand is built around authenticity, yet unfortunately, she conveys the complete opposite impression - she is no Martha Stewart."
And despite Meghan's title and continuing association with one of the most famous families in the world, the chef warned that royal recognition alone cannot guarantee success at the checkout. "Using her royal name and royal connections does not guarantee that her brand will succeed from day one," he said. "I believe they approached the whole project in the wrong order. They should have concentrated on making her lifestyle programme successful first, then expanded the brand from there."
As Ever's latest launch may have landed just in time for the approaching autumn, but Stocks's verdict is uncompromising: shoppers looking for their spiced apple fix could save themselves several pounds by heading to the kitchen instead.
