Meghan Markle’s Latest Rebrand Faces Harsh Criticism—Is Anyone Buying It?

If there were an award for the most rebrands in the shortest amount of time, Meghan Markle would already have it displayed on her Montecito mantelpiece.

This time, she’s transitioned from the long-winded *American Riviera Orchard* to the sleeker, more minimalist *As Ever*—but not everyone is convinced.

Australian TV program *The Project* wasted no time in taking aim at Meghan’s latest makeover, delivering a snark-filled segment that quickly went viral.

 

The internet has since erupted with jokes, pointing out the many transformations in Markle’s career—starting as a *Deal or No Deal* suitcase girl, then a *Suits* actress, then a blogger, a duchess, a Hollywood outsider, a failed podcaster, and now… an artisanal jam entrepreneur.

While her résumé is undeniably diverse, critics argue that each new venture feels less authentic than the last. According to royal commentator Kinsey Schofield, *As Ever* is already facing setbacks.

Meghan’s soft-focus, whispery launch video was met with widespread mockery, with many comparing it to an outtake from a Hallmark movie. Adding to the trouble, a Spanish town is reportedly considering legal action over the *As Ever* logo, which bears a striking resemblance to its coat of arms. Meanwhile, an American clothing brand has already claimed the name *As Ever*, raising questions about originality.

Despite these challenges, Meghan has taken a surprisingly low-key approach to marketing. Unlike previous ventures, there have been no high-profile talk show appearances, no magazine covers, and—perhaps most tellingly—no presence at Netflix’s latest major event.

Some observers speculate that even Netflix, which previously signed a multimillion-dollar deal with the Sussexes, may be distancing itself from yet another Markle-led project. As one unimpressed commentator bluntly put it:

*”It’s shocking how incompetent and unlikable she is. At this point, I almost think she’s a master troll—until I see that cringe-inducing video and realize she actually believes in what she’s selling.”*

Unsurprisingly, social media had a field day with *As Ever’s* debut. One Australian commentator quipped, *“She’s had more rebrands than I’ve had hot dinners.”* Another suggested she should have just called the brand *Markled*—a nod to her reputation for burning bridges in business and personal relationships alike.

Even more eyebrow-raising is Meghan’s suggestion that the royal family somehow stood in the way of her dreams of selling jam. Critics have mocked the idea that Queen Elizabeth personally prevented her from putting fruit in jars.  Perhaps the most bizarre claim yet? That Meghan was “chosen” to break generational curses. One Twitter user joked, *“Chosen by whom exactly? Is there a secret council handing out these assignments? Did she qualify by ghosting half her family and monetizing victimhood?”*

 

The internet’s reaction to *As Ever* has been a mix of secondhand embarrassment, disbelief, and relentless mockery. One social media user summed it up best after finally watching her promotional video with the sound on:

*”OMG, my first time hearing Meghan Markle’s Instagram video, and I’m dying of secondhand embarrassment. ‘Jam is my jam’? No, ma’am, it is not.”*

As the world watches Meghan’s latest rebrand unfold, one thing seems certain—whatever *As Ever* is selling, most people aren’t buying.