Meghan launches jam brand inspired by family memories
Listen To Story Above
Meghan Markle hinted at her first product launch under her newly rebranded As Ever line, sharing a glimpse of what appears to be a raspberry spread on social media.
The Duchess of Sussex shared an intimate look at her personal vision board on Instagram Thursday evening, which featured three white labels marked with “Raspberry Spread” under the As Ever branding.
This revelation follows an earlier Instagram post this week where Markle showcased a lavish brunch setting that included two unlabeled jam jars. The potential jam release aligns with her previous work under the brand’s former name, American Riviera Orchard.
Meghan Markle hints at first ‘As Ever’ product launch in personal vision board https://t.co/kO0OHO32UT pic.twitter.com/6ECnbDHsi6
— New York Post (@nypost) February 21, 2025
The 43-year-old former actress provided additional context for her rebranding through her vision board, which displayed an array of personal touches including homemade food images, an artistic rendering of herself with Prince Harry, and heartfelt notes from their young children, Prince Archie and Princess Lilibet, aged 5 and 3 respectively.
The board also featured various inspirational messages and quotes that seemed to reflect the brand’s essence. One note read, “I love you with all my butt. I would say heart but my butt is bigger,” while another offered reassurance: “Not to spoil the ending for you, but everything is going to be okay.”
A handwritten menu in black calligraphy detailed “Farm fresh eggs, carrots two ways, sweet treats,” while other elements included the new As Ever logo, a California State Route 33 sign, photography of food content creation, and a gift certificate to the renowned Chez Panisse restaurant.
Well Meghan Markle has come out and announced her new brand AS EVER. So no more American Riviera Orchard is officially DOA. Also we were correct in the assumption that Netflix was taking over production and part ownership since she was not able to do it herself. She also… pic.twitter.com/tsZ02jS6ZX
— Royal Daily Tea (@RoyalDailyTea) February 18, 2025
Notably absent from the vision board was any reference to American Riviera Orchard, the brand’s previous identity.
The rebranding announcement came Tuesday, with Markle explaining her decision: “Last year, I had thought, ‘American Riviera, that sounds like such a great name,'” she said in an Instagram post. “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.”
She added, “As Ever essentially means as it’s always been. … I’ve always loved cooking and crafting and gardening — this is what I do.”
While specific launch dates and complete product lines remain under wraps, Markle has indicated that the brand launch is expected around spring 2025.
