Additional Coverage:
Meghan Markle’s lifestyle brand, As Ever, launched this week, with products selling out rapidly. The Duchess of Sussex’s gourmet offerings, including teas, baking mixes, and jams, were met with immediate demand, with the wildflower honey selling out in minutes.
This success, however, has been met with mixed reactions. Some royal commentators, like Duncan Larcombe, former royal editor of The Sun, suggest this entrepreneurial venture is precisely what the British royal family feared following Meghan and Prince Harry’s departure from royal duties.
Larcombe believes Markle is capitalizing on her royal connections, even leveraging her children’s online presence to boost sales. He questions the long-term viability of the brand and doubts it will improve her popularity in the U.K.
Others see this as a natural progression for Markle, whose “Meghan Effect” mirrors the sales influence of her sister-in-law, Kate Middleton. However, critics like broadcaster Helena Chard accuse Markle of exploiting her royal ties and children for profit, questioning the authenticity of her “foodie” persona. Chard also raises concerns about the long-term viability of the brand, given Markle’s lack of culinary credentials.
Markle, who previously ran a lifestyle blog called The Tig, has defended her need to work, citing her consistent employment history until her marriage to Prince Harry. She views As Ever as a way to blend her work and home life, particularly given the couple’s two young children.
Interestingly, Markle is not the first royal to venture into the food market. Buckingham Palace itself sells honey and preserves, and King Charles’ Highgrove estate offers similar products. Some argue that Markle is simply following in established royal traditions, particularly given her past involvement in charitable food initiatives, such as the cookbook created to support Grenfell Tower fire victims.
While the couple’s Netflix deal is reportedly ending this year, with previous documentaries underperforming, the streaming giant remains an investor in As Ever, and new episodes of Markle’s lifestyle show, “With Love, Meghan,” are scheduled for release this fall. The show itself has faced criticism for being inauthentic and unrelatable.
Despite the controversy, commentators like Chard believe Markle is determined to achieve financial success with her brand. Whether she ultimately wins over her critics remains to be seen.