The Duchess of Sussex has officially launched the latest collection of goods from her lifestyle label, As Ever — and the reaction has been a mix of excitement and surprise, particularly over the steep prices and limited availability.
Meghan’s newest additions include gourmet food items such as an apricot spread, a special edition orange blossom honey, and for the first time, a Rosé wine sourced from Napa Valley.
This new pink wine marks Meghan’s debut into the alcoholic beverage space and will become available through As Ever starting July 1 — just in time for summer.
Mixed Reactions Over Product Prices and Availability
While fans were thrilled to see a restock of popular items like flower sprinkles, crepe mix, herbal teas, and shortbread cookie mix, some couldn’t help but raise eyebrows at the cost.
The orange blossom honey is priced at $28 (£21), and the apricot spread in Meghan’s signature reusable container costs $14 (£10). Adding to the frustration, the entire line is currently only shipping within the United States, leaving international fans out.
Hints about the upcoming product drop began earlier this week on the As Ever Instagram account, where a photo of pancakes accompanied the caption: “Oh yes, honey…sweet things await. We’re bringing back your favorites, plus some delicious surprises you won’t want to miss!”
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In a follow-up newsletter to subscribers, Meghan expressed gratitude to her supporters: “First off, a sincere thank you for making the debut of As Ever absolutely extraordinary. We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise.”
She went on to announce the new launch: “We are pleased to share that on June 20th, we’re going live with the products you love – plus, some new delicious surprises,” adding that “so much love has gone into this.”
Shifting Focus Away From Podcasting
This latest release comes as Meghan shifts her professional focus more heavily onto her lifestyle brand. While there has been considerable anticipation for a second season of her podcast, the Duchess recently confirmed that she has no immediate plans to return to it.
Speaking on the Aspire podcast with host Emma Grede, Meghan acknowledged the enthusiasm from listeners but explained her decision: “There is so much excitement and desire for another season,” she said. “But I need to focus on my business. People seem to forget that very rarely do people see everything that’s happening behind the scenes.”
Other Projects in the Pipeline
Aside from As Ever, Meghan is also juggling production work for her upcoming Netflix series, With Love, Meghan, which is expected to premiere later this year.
In a light-hearted moment during the podcast interview, Meghan joked about her busy schedule, saying: “At a certain point, the only thing I want spread thin is my jam.”
Despite the backlash from some over the brand’s high-end pricing and U.S.-only shipping, Meghan appears committed to growing her lifestyle empire — one luxury pantry item at a time.
