EXCLUSIVE The return of Meghan's jam! Duchess' £10.80 raspberry conserve WILL be back on shelves soon - but experts say fans will be confused about brand's 'mixed messages'

Daily Mail​

28-05-2025

Meghan Markle's jam is set to return to shelves imminently despite her suggesting it may never be restocked - as experts warn her As Ever brand sends 'mixed messages' and even her fans could 'give up on it'.
The Duchess of Sussex yesterday hinted she might never restock products such as her $14 (£10.80) raspberry jam as she is planning to 'step back to assess' the future of her lifestyle brand.
Products such as jam, honey and herbal teas sold out in just 45 minutes when she officially launched As Ever on April 2.
But in an interview given to coincide with the final episode of her Confessions of a Female Founder podcast, Meghan, 43, said she now plans on taking a 'step back, gather data from the launch, and figure out exactly what As Ever could be'.
She told US business magazine Fast Company that she isn't planning to announce new products until the first quarter of 2026.
But just hours after the interview was published, insiders told MailOnline that a jam restock will be coming soon, prompting questions over the 'mixed messages' her lifestyle brand is sending.
Leading brand experts have today warned that Meghan risks 'undermining consumer trust and willingness to invest emotionally or financially' if As Ever does not have a clear identity.
Mark Borkowski, arguably Britain's leading PR guru, told MailOnline: 'Meghan's brand isn't so much a business as it is an aesthetic experiment, mood over message.
'One day it's jam, the next it's ambiguous talk of stepping back, then it's whispers of fashion. From a PR standpoint, it's all theatrics and no third act.
Insiders told MailOnline that a jam restock will be coming soon, prompting questions over the 'mixed messages' her lifestyle brand is sending
'The brand has all the trimmings of curated luxury but no sense of what it's actually selling, apart from vibes and vague aspiration.
'It's like the child of Martha Stewart meets Goop crashed a royal garden party, got distracted by the hydrangeas, and forgot why it showed up. At this point, it's less a strategy, more a scented candle of confusion.
Brand and Culture expert Nick Ede agreed that Meghan's brand lacks identity, telling MailOnline: 'The biggest problem with all of this is that consumers are going to start to fatigue and give up on the brand.
'Shoppers want bragging rights and it feels like they don't know what they are and so fans and consumers will soon start clicking on other brands with strong identities and great product.
Mr Ede, who was friends with Meghan when she was starring on Suits, said the As Ever brand should be an overarching business that incorporates Meghan's passions -such as food, fashion and lifestyle.
He added: 'It feels like it lacks consistency and awareness.
'We know her social media puts the brand in the spotlight but when you haven't restocked for over two months and you've not communicated this to your customer base - and now contradicting stories are coming out as to whether the brand will return - it sends mixed messages which is what has been happening ever since As Ever was announced.
'The bottom line is that this is all about making money and building up a brand that has equity in a very competitive market.
She revealed she may not restock the previous goods she sold, including her long-awaited jam, and instead come up with new products
'When Meghan used social media to promote the clothes she wore on her TV show the items sold out. There is a Meghan effect and she will be wanting to use that to her advantage.
'I think she will want As Ever to be a one stop shop for all things Meghan and will want to make sure that her investors and partners Netflix are happy.'
Despite only officially launching As Ever on April 2, Meghan suggested her brand could be taking a surprising turn as she hinted at stepping into the fashion industry instead.
'The category of fashion is something I will explore at a later date, because I do think that's an interesting space for me.'
She added: 'I want to really focus on the hospitality angle of As Ever, but as we take the learnings, we can understand what the customer's needs are seasonally.'
'My heart is very deeply in my home. Everything comes from being rooted in the love story of your home and garden, and then you can imagine different verticals coming out of that.'
Addressing her first online shop, Meghan said Netflix agreed that rather than market her products under their brand, it would make sense for her to have her own store.
Netflix already has its own online shop selling brand-related products such as Stranger Things bomber jackets and Squid Game merchandise.
In the interview, the Duchess also revealed she wouldn't know 'what to call herself' if she had to write a resume.
She said: 'If I had to write a résumé, I don't know what I would call myself.
'I think it speaks to this chapter many of us find ourselves in, where none of us are one note. But I believe all the notes I am playing are part of the same song.'
Marketing agency owner Lydia Berman told MailOnline: 'Meghan's own statement is really poignant, 'If I had to write a résumé, I don't know what I would call myself,' this is incredibly insightful and will resonate with many business owners. In a branding context, it speaks volumes about the current state of As Ever.
'A strong brand is built on a clear identity, a defined purpose, and a consistent narrative. When the founder herself admits to this level of personal and professional uncertainty, it inevitably spills over into the brand's perception.
' Exploring different avenues like fashion, while potentially lucrative, needs to be integrated into a larger, cohesive brand strategy rather than appearing as a series of disparate explorations.
'Without a clear 'résumé' for the brand itself, it risks appearing unfocused and ultimately struggling to carve out a distinct and memorable position in a competitive market.
'When the founder herself is expressing uncertainty about the brand's future or a product's availability, it can really undermine consumer trust and willingness to invest emotionally or financially.'
Ms Berman, who has been involved in brand and marketing for 25 years, said that the uncertainty over whether the jam will be restocked or not adds 'another layer of confusion'.
'Such inconsistencies can dilute the message she's trying to build and make it difficult for the public to understand what As Ever truly stands for or what its core offering will be,' she added.
Meghan added that the 'mom moments' push her to success in the business world, with plans in the future ranging from home goods to fashion.
Revealing her son Archie has begun to lose his teeth, she described becoming the tooth fairy and leaving coins and a little dinosaur underneath his pillow.
She said: 'I had a lot of business meetings the next morning, but I still chose to cuddle with him the rest of the night. Those mom moments energize me to be a better founder, a better employer, a better boss.'
The interview came on the same day she discussed the difficulties of wearing heels whilst pregnant with Archie and Lilibet in her latest podcast after the choice divided fans.
Speaking on the latest episode of Confessions of a Female Founder, in which she interviewed Spanx founder and friend Sara Blakley, Meghan praised the businesswoman's latest foray into the world of comfy high-heeled shoes.
Ms Blakely, from Clearwater Beach in Florida, became the world's youngest female self-made billionaire with the success of her underclothing brand before now looking to create a stiletto heel that is not painful to wear.
Speaking to the Duchess of Sussex on the podcast, the pair shared stories of wearing shoes that pinch and 'cripple' wearers, with Meghan describing how she particularly struggled during her pregnancies.
Meghan said the 'mom moments' push her to success in the business world, with plans in the future ranging from home goods to fashion.
'I gained 65 pounds with both pregnancies,' the Duchess revealed, continuing: 'And you're in these five-inch pointy-toed stilettos.
'You have the most enormous bump, and your tiny little ankles are bracing themselves in these high heels, but all of my weight was in the front, so you're just going how on earth am I not just tipping, you know faceplanting.
'I was clinging very closely to my husband, I was like please don't let me fall.'
The Duchess of Sussex did face some criticism for wearing heels so late into her pregnancy, with some doctors warning against the practice due to fear of a fall.
Meghan wore stilettos into her eighth month of pregnancy - and when asked how she coping, she quipped: 'One day at a time'.