RE-RE-RE-LAUNCH

Meghan Markle Ditches Jam Brand Before Selling a Single Jar

The duchess has renamed her business “As Ever” and announced yet another relaunch.

Meghan Markle has dramatically scrapped her flailing American Riviera Orchard brand without selling a single jar of the jam she launched with great fanfare last year.

The brand became a target for mockery after failing to bring any products to market despite a splashy online launch campaign a year ago which involved sending dozens of pots of jam to her celebrity friends.

In a video released on her Instagram channel, Meghan said she was changing the name of her jam-to-wellness business to ‘As Ever’ describing the new identity as “a brand that I created and have poured my heart into.”

However branding experts were quick to pour cold water on the move, with consumer marketing expert Warren Johnson of W Communications telling The Daily Beast that the last minute name change telegraphed “inauthenticity,” adding, “You wouldn’t catch Kim Kardashian doing this.”

Another marketing expert said, “There are only so many relaunches you can do before you start to look ridiculous.”

Meghan clearly wanted the new launch to have a home-spun feel, and it was prefaced by Harry’s voice saying, “It’s recording,” in a clear attempt to portray a mom-and-pop vibe.

Meghan then says, “In two weeks, my show is coming out, which I’m so excited for, and also my business, which I think there’s been a lot of curiosity about. Last year, I thought, ‘American Riviera that sounds like such a great name.’ It’s my neighborhood. It’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.

“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. I thought about it, and I’ve been waiting for a moment to share a name that I secured in 2022 and this is the moment, and it’s called, ‘As Ever.’ ‘As Ever,’ essentially means as it’s always been. And if you followed me since 2014 with The Tig, you’ll know, I’ve always loved cooking and crafting and gardening. This is what I do, and I haven’t been able to share it with you in the same way for the past few years, but now I can.”

Meghan added: “Of course, there will be fruit preserves. I think we’re all clear at this point that jam is my jam, but there’s so many more products that I just love that I use in my home and now it’s time to share it with you so I can’t wait for you to see it.”

Internet sleuths were quick to find an online holding page for As Ever and a Shopify page.

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Tom SykesEuropean Editor at Large

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