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Meghan Markle’s new lifestyle brand, As Ever, has been met with criticism after the launch of its debut product, a USD 12 jar of raspberry jam. While the small-batch jam sold out quickly in less than an hour, some customers were not pleased with its quality. Several buyers expressed disappointment, with some describing the jam’s texture as “runny” and similar to a sauce rather than a traditional spread. One customer, Jane Herz, shared with the Daily Mail that the jam’s consistency was so thin it seemed like it had melted during shipping. Another echoed the sentiment, calling it “small, expensive, runny” and claiming it wasn’t anything special compared to their usual jam.
The negative reviews even led some to call the product a “scam,” with one user comparing the jam to a jar of “high fructose corn syrup and food coloring,” rather than the homemade product that Markle had showcased on her Netflix series, With Love, Meghan.
The backlash worsened when a photo surfaced online showing a hair inside one of the jars, sparking further criticism of As Ever’s fulfillment and shipping processes. Customers were concerned about how the items were handled, especially considering their high price and limited availability.
To make matters worse, the USD 28 limited-edition wildflower honey with honeycomb, which also sold out in minutes, caused more frustration. Some customers who added it to their carts received notifications saying the item was no longer available when they tried to check out, leading to confusion and disappointment.
In response, As Ever issued an apology via email to affected customers, explaining that the high demand had caused the website to crash, making it impossible to fulfill some orders. Meghan Markle also included a personal note in the apology, expressing regret for the issues and thanking customers for their support. She explained that the brand was overwhelmed by the traffic and acknowledged that some orders couldn’t be completed due to overselling. To make up for the inconvenience, Markle promised affected customers a special gift during the next limited-edition release, without requiring them to place another order.