Meghan Markle's launch of her new lifestyle brand, As Ever, is facing growing scrutiny after the Duchess of Sussex was forced to apologize for e-commerce mishaps and product complaints-including widespread criticism of her $14 raspberry spread, which reviewers and buyers have described as "watery" and more akin to "sauce" than jam.
The brand's debut products-including raspberry fruit spread, $28 wildflower honey with honeycomb, and $14 crepe and shortbread mixes-sold out within minutes after launching online last week. However, customer frustration quickly followed. Some who ordered the limited-edition honey were notified after checkout that the product had already sold out, prompting an apology from Markle herself.
"I was so sorry to hear about what happened with your order, and that due to overselling we are not able to get you the Limited-Edition Honey," Markle wrote in a personal note included in the brand's apology email, which was first reported by People. "When our next limited-edition drop happens, you won't just be the first to know... you'll be the first to receive it. No need to order, it will come to you in the mail as a gift from me."
The email also stated: "The excitement created a volume of traffic on the site that even we couldn't have anticipated. The orders were happening so quickly that the backend of the site didn't have a chance to keep up."
Even more damaging to the brand's image has been the reception of its raspberry spread, which was mocked by reviewers for its thin consistency. "When we stuck our spoon into Meghan's raspberry spread, its consistency dripped off the silverware like a sauce," wrote DailyMail.com reviewer Jane Herz. "It was difficult to eat the spread with the toast, as it was so thin that it dribbled everywhere."
Social media users echoed the criticism. One user posted: "That's not a spread or a jam or a jelly. It's goopy and runny. Almost like it needed to be cooked longer." Another wrote: "Small, expensive, runny texture and not that special. I think I will stick with my regular jam."
Markle's critics have also pointed to confusion over what the product actually is. Despite marketing language that suggests it's a jam, the product doesn't meet FDA definitions for jam or preserves, which require at least 45% fruit content and a thick consistency. Instead, the As Ever website refers to the spread as having a "fluid texture" intended to be "drizzled, spread, poured and enjoyed for so much more than your morning toast."
Behind the scenes, the brand is facing additional hurdles. Insiders involved with the project told MailOnline that the retail rollout has been a "logistical nightmare," with delays, changing product names, and challenges forecasting demand. Team members were reportedly required to sign NDAs regarding the production process, and some Netflix staff involved in cross-promotion have reportedly grown tired of the project's ongoing "drama."
Markle originally launched the company under the name "American Riviera Orchard," referencing her Montecito home, but rebranded to As Ever after U.S. officials rejected the trademark over geographic restrictions. Compounding the issue, the new name is already in use by a longstanding independent clothing brand in New York. Its founder, Mark Kolski, responded online: "We are aware. We are not affiliated."
There has also been backlash in Spain, where officials in the town of Porreres accused Markle's company of plagiarizing its coat of arms for the As Ever logo. The emblem, which includes a palm tree and birds, bears strong resemblance to the town's historic crest.
In response, Markle downplayed the trademark turmoil, telling Inc. that early rebranding challenges are not uncommon. "These things that can feel very big as an entrepreneur when you're building your own thing are completely normal," she said.
