On April 2, 2025, Meghan Markle, the Duchess of Sussex, launched her much-anticipated lifestyle brand, As Ever, with a collection of products including the now-infamous raspberry spread, teas, baking mixes, and edible flower sprinkles. The debut was a whirlwind of excitement, with the entire product line selling out in under an hour, a testament to Meghan’s enduring fanbase and the allure of her Montecito-inspired brand. However, the euphoria was short-lived. As customers began tasting the $14 raspberry spread—marketed as a luxurious, fruit-forward alternative to traditional jam—a wave of one-star reviews flooded social media and online platforms, branding the product as “runny,” “overly sweet,” and even “inedible.” The backlash has not only tarnished the As Ever brand but has also reportedly left Prince Harry reluctant to face the public eye, as Meghan scrambles to address the growing controversy. What went wrong with this royal venture, and can the Duchess salvage her entrepreneurial dreams?
The Launch: A Royal Rollout with High Expectations
Meghan’s As Ever brand was years in the making, evolving from her pre-royal lifestyle blog, The Tig, into a sophisticated venture backed by Netflix. The raspberry spread, the star of the collection, was teased for over a year, with celebrities and influencers receiving early samples in elegant packaging. The product was described as a “spread” rather than a jam, a deliberate choice Meghan explained on her Netflix series, With Love, Meghan. She emphasized that traditional jams, with their high sugar content, mask the natural fruit flavor, and her spread—made with raspberries, organic cane sugar, lemon juice concentrate, and fruit pectin—was designed to let the fruit shine. The branding was impeccable: gold-embossed keepsake boxes, calligraphy labels, and biodegradable packing materials screamed luxury and thoughtfulness.
The launch was a masterclass in marketing. Social media buzz, fueled by Meghan’s loyal fanbase and her Netflix show, created a frenzy. The $14 price tag for the spread (or $9 without the keepsake box) was positioned as “accessible luxury,” appealing to aspirational consumers who wanted a taste of the Duchess’s California-chic lifestyle. Fans praised the eco-friendly packaging and the personal touch of a handwritten note from “Meghan,” while the rapid sell-out seemed to validate her vision. But as the first jars reached customers, the narrative began to shift.
The Backlash: A Sticky Situation
The first signs of trouble emerged on social media, where influencers and customers shared unboxing videos and taste tests. While some praised the spread’s vibrant raspberry flavor and tart finish, others were less impressed. Descriptions like “watery,” “slimy,” and “too sweet” began to dominate the conversation. One reviewer likened the texture to “baby food,” while another compared it to a dessert sauce better suited for ice cream than toast. The spread’s runny consistency, which Meghan had marketed as intentional for drizzling or pouring, was a particular point of contention. Critics argued it was impractical for everyday use, such as spreading on bread or pairing with peanut butter.
The one-star reviews piled up, with some customers questioning the $14 price tag for a 7.6-ounce jar. Comparisons to more affordable, widely available brands like Bonne Maman or Smucker’s were inevitable, and Meghan’s spread often came up short. The edible flower sprinkles, another As Ever product, faced similar criticism, with reviewers describing them as “cardboard-like” or “perfumed potpourri.” The negative feedback wasn’t universal—some customers raved about the spread’s fresh taste and the teas’ delicate flavors—but the volume of criticism was impossible to ignore.
Social media platforms amplified the backlash. On X, users posted scathing critiques, with some calling the spread a “scam” and others mocking its high price. The controversy even sparked memes, with one viral image comparing the spread’s texture to a melted popsicle. The negative sentiment was particularly strong among detractors of Meghan, who seized the opportunity to question her business acumen and authenticity. The media, especially in the UK, jumped on the story, with headlines branding the launch a “fiasco” and speculating about the impact on Meghan’s reputation.
Meghan’s Response: A Duchess Under Pressure
Meghan, no stranger to public scrutiny, has faced the criticism with a mix of defiance and strategic silence. Sources close to the Duchess suggest she was blindsided by the intensity of the backlash but remains committed to her brand. On With Love, Meghan, she had portrayed the As Ever products as deeply personal, inspired by her love of cooking, gardening, and hosting. The negative reviews, therefore, were not just a professional setback but a personal blow. Yet, Meghan has avoided directly addressing the one-star ratings, likely to avoid fueling the controversy further.
Instead, she has leaned into positive feedback, sharing testimonials from satisfied customers on the As Ever website and Instagram. These include glowing reviews from fans who describe the spread as “luxurious” and “perfectly balanced,” and praise the teas for their soothing qualities. Meghan has also emphasized the brand’s commitment to quality, highlighting the organic ingredients and small-batch production process. In a recent podcast episode of Confessions of a Female Founder, she spoke broadly about the challenges of entrepreneurship, hinting at the “twists and turns” of launching As Ever without mentioning the reviews explicitly.
Behind the scenes, Meghan is reportedly working to refine the product line. There are whispers of a second batch of raspberry spread with a thicker consistency, though no official announcement has been made. The As Ever team is also said to be exploring new products, such as seasonal preserves and expanded tea blends, to diversify the brand and move past the initial controversy. Meghan’s partnership with Netflix, which helped produce With Love, Meghan and supports As Ever, gives her a powerful platform to reshape the narrative, with a second season of the show slated for fall 2025.
Prince Harry’s Absence: A Royal Retreat?
The controversy has also cast a spotlight on Prince Harry, who has been notably absent from public appearances since the As Ever launch. While Harry has always been supportive of Meghan’s ventures, appearing briefly in With Love, Meghan and voicing his enthusiasm for As Ever in private, his low profile has fueled speculation. Some sources claim he is “mortified” by the negative reviews and wary of being associated with a perceived failure. Others suggest he is simply focusing on his own projects, such as the Invictus Games, and avoiding the media frenzy surrounding As Ever.
Harry’s reluctance to engage publicly may also stem from the couple’s strained relationship with the British press, which has been relentless in covering the jam controversy. UK tabloids have framed the one-star reviews as evidence of Meghan’s overreach, with some even comparing her to a “modern-day Marie Antoinette” for selling luxury goods during a time of economic hardship. The scrutiny has likely made Harry cautious, as any public statement could be twisted to further criticize Meghan. Instead, he has remained behind the scenes, reportedly offering moral support as Meghan navigates the crisis.
The Bigger Picture: A Brand at a Crossroads
The As Ever controversy raises broader questions about Meghan’s place in the lifestyle market. Unlike established figures like Martha Stewart or Gwyneth Paltrow, Meghan is still defining her brand identity. As Ever blends royal elegance with California casual, but the mixed reviews suggest she may have misjudged her audience’s expectations. The $14 price point, while modest compared to high-end brands like Flamingo Estate, feels exorbitant to some consumers accustomed to grocery store jams. The runny texture, while intentional, may not align with the practical needs of everyday buyers.
Yet, the sell-out success of the launch proves Meghan has a loyal consumer base, many of whom are drawn to her story as a self-made entrepreneur and former royal. Her ability to connect with fans through With Love, Meghan and her podcast shows a savvy understanding of personal branding. The challenge now is to balance authenticity with accessibility, delivering products that live up to the hype. A thicker spread, clearer messaging about its intended use (e.g., as a dessert topping), or more affordable pricing could help win back skeptics.
The controversy also highlights the polarized public perception of Meghan. Her supporters, often vocal on platforms like X, argue that the backlash is overblown and rooted in prejudice against her as a biracial woman who challenged royal norms. They point to blind taste tests, like one conducted by pastry chefs, where the As Ever spread was praised for its fresh flavor and balance. Detractors, meanwhile, see the one-star reviews as validation of their skepticism about Meghan’s business ventures. This divide ensures that As Ever will remain a lightning rod for debate, regardless of its quality.
What’s Next for As Ever?
As Meghan looks to the future, the As Ever brand is at a pivotal moment. The rapid sell-out of the first collection shows strong demand, but the negative reviews underscore the need for refinement. A successful second drop, with improved products and a clearer value proposition, could silence critics and solidify Meghan’s place in the lifestyle space. Her partnership with Netflix, which has already greenlit a second season of With Love, Meghan, provides a platform to showcase new offerings and rebuild trust.
For Prince Harry, the controversy may be a temporary setback, but his absence from the spotlight suggests a strategic retreat rather than a permanent withdrawal. As the couple continues to navigate their post-royal lives, their ability to weather public criticism will be key. Meghan’s resilience, honed through years of media scrutiny, will likely guide her through this storm. Whether As Ever becomes a staple in pantries worldwide or a cautionary tale of overhyped luxury remains to be seen, but one thing is certain: the Duchess of Sussex is not backing down.
In the end, the As Ever jam saga is more than a story about a runny spread—it’s a reflection of Meghan’s ambition, the challenges of entrepreneurship, and the unrelenting scrutiny faced by a woman who dares to redefine her legacy. As she once signed off on her blog, The Tig: “As ever, Meghan.”
