The Duchess of Sussex, Meghan Markle, has pivoted from festive television to confectionery, announcing the launch of a new line of chocolate bars for her lifestyle brand, As Ever. The reveal came mere hours after her Netflix holiday special, With Love, Meghan: Holiday Celebration, debuted to a chorus of negative reviews from British critics.
A Sweet Announcement Amid Sour Reviews
On Thursday, December 4, the 44-year-old former actress used her Instagram platform to tease the new limited edition range. A clip set to Shirley Ellis's song I See It, I Like It, I Want It showed the Duchess smiling as she eyed the floral-wrapped chocolate bars being packaged. The accompanying caption urged followers to 'save the date'.
This was swiftly followed by a post on the official As Ever Instagram account featuring Meghan holding individually wrapped presents tied with a green velvet bow. The message, 'Things are about to get sweeter', offered little further detail but pointed to the imminent product launch.
Netflix Special Faces Critical Backlash
The chocolate announcement followed the release of Meghan's one-hour Netflix Christmas special, which was met with abysmal ratings from major UK publications. In the show, Meghan demonstrated holiday crafts like making Christmas crackers and gift-wrapping alongside celebrity guests, including American restaurateur Will Guidara and his wife, Milk Bar founder Christina Tosi.
During the episode, Meghan shared her recipe for an 'elevated' version of 'reindeer chow' – a play on the American snack 'puppy chow' – adding vanilla and powdered sugar. She presented it as the perfect gift for Tosi, who loves 'sweet, nostalgic treats'.
However, critics were not charmed. The Daily Mail's reviewer awarded the show zero stars, criticising its 'syrupy hypocrisy' and Meghan's 'deep lack of self-awareness'. The Telegraph's one-star review called the episode 'quite mad and a little bit sad'. This special was the latest instalment in the With Love, Meghan series, which has been critically panned since its first season launched in March.
Brand Expansion and Netflix Deal
The launch of the chocolate bars marks a continued expansion of the As Ever brand, which was unveiled concurrently with the first series of her Netflix show. The brand already sells products like raspberry jam and flower sprinkles, which are frequently promoted within the programme.
This commercial move unfolds against the backdrop of the Sussexes' lucrative multi-year deal with Netflix, signed in 2020 and reportedly worth over $100 million. Despite rumours of the streaming giant pivoting away from the couple, Harry and Meghan announced a new 'first-look' deal with the platform in August, which Meghan described as 'an incredible sign of the strength of our partnership'.
The new festive range on the asever.com website also includes a spiced cider mulling spice kit for $16 and a three-pack of spreads in a gift box for $42. The trailer for her Netflix special ended with a prompt for viewers to 'discover more holiday cheer, shop As Ever', firmly linking her entertainment output with her commercial ventures.
