A technical glitch on the As Ever website has inadvertently revealed the staggering scale of Meghan, Duchess of Sussex's burgeoning lifestyle business, indicating sales of nearly one million jars of jam and ambitious plans for international expansion.
Website Bug Exposes Stock Levels
Earlier this week, internet users on Reddit exploited a flaw in the As Ever e-commerce system. By attempting to add abnormally high quantities of products—such as 200,000 units—to their shopping baskets, they triggered the site to display its precise maximum available stock for each item.
Initial reactions interpreted the vast numbers shown—like 137,465 units of the Signature Fruit Spread Box—as a sign of poor sales. However, sources have since clarified to The Sun that this figure represents the remaining stock from an initial order of one million jars for that product alone.
Multi-Million Pound Sales and Expansion Strategy
With the Signature Fruit Spread Box retailing at £31, sales from that single product line are estimated to have generated approximately £26.7 million. A source close to the venture stated, "I think it’s fair to say business isn’t just successful, it’s flying off the shelf."
The duchess herself hinted at this scaling up in an August interview with Bloomberg's The Circuit. "The conversation goes from at the start of this year talking about a few thousand jars and lids to, 'we need to do a purchase order of a million'," she revealed. Sources confirm this massive inventory was part of preparations to launch the As Ever brand in territories outside the United States.
From Home Kitchen to Industrial Production
The brand, which promotes itself as offering "small batch pantry favourites," has undeniably moved into large-scale manufacturing. A video on its Instagram shows jars being filled on a factory production line.
This shift was further highlighted when it emerged that some products, like the hibiscus tea, are produced by an established supplier, the Republic of Tea. The Duchess's version sells at a premium, though she has emphasised the challenge of scaling a home recipe. "It is such a tedious proposition to scale your own home recipe to something at mass and maintain the same... flavour that you’re able to do at home," she told Bloomberg.
The As Ever brand was developed in collaboration with streaming giant Netflix and is tied to her show, With Love, Meghan. Despite the commercial success of the products, the show itself has struggled, failing to crack Netflix's top 300 most-watched list for the first half of 2025 and receiving poor critical reviews.
Following the exposure of the stock glitch, the As Ever website was swiftly updated. Purchase limits were imposed, and users attempting to add huge quantities are now met with an error message. The company has not officially commented on the incident.
