Meghan Markle news: What is she selling now?
Meghan Markle has shifted her energy into a direct-to-consumer lifestyle brand that sells pantry staples and wine, timed with her family’s relocation to the UK. The move has renewed attention on what she is actually offering and how the business is performing on its own after Netflix stepped away.
Brand timeline and rebrand
As Ever launched in 2025 after an initial announcement under the name American Riviera Orchard. The rebrand came with a tighter focus on seasonal spreads, honey, and sparkling wine rather than the broader home goods first envisioned. The change also aligned with the brand operating without Netflix’s backing.
Website traffic climbed sharply after the family’s UK return was confirmed in late August. Weekly visitors hit 71,000 that month, the strongest figure since March. The spike occurred while the brand continued rolling out new SKUs and limited drops.
Independent operations began in March after Netflix exited its investment role. Brand statements stressed “meaningful and rapid growth” and a readiness to continue without studio support.
Core pantry lineup
The product range centers on fruit spreads and honeys sourced from small producers. Current offerings include raspberry, strawberry, apricot, orange marmalade, blackberry, and spiced apple butter, alongside wildflower, orange blossom, sage, and lavender honeys.
Additional staples include loose-leaf teas, baking mixes, candles, and edible flower sprinkles. These items are positioned for weekend entertaining and quick gifting rather than everyday grocery use.
Most products ship within the United States, though the brand has signaled interest in wider distribution once inventory and logistics stabilize.
Recent product launches
Blackberry spread arrived in July and sold through quickly. Spiced apple butter followed in late August and also sold out within days of release. Lavender honey joined the lineup in June.
Reserve Brut sparkling wine was announced in September. The Napa Valley wine is made using the traditional Méthode Champenoise and is marketed for toasts and gatherings.
A limited matcha collaboration with Clevr Blends launched in June, and a floral partnership with High Camp Supply appeared in March. Both drops were promoted through Instagram and sold in small batches.
UK move and sales lift
The family’s relocation for an extended period coincided with the spiced apple butter launch and the Reserve Brut announcement. Social posts showing the products in UK settings drove additional traffic to the site.
Instagram captions such as “Long weekend plans with As Ever” and recipe videos kept the feed active while the children began school. The posts avoided direct royal references and stayed focused on the brand.
Newsletters sent to subscribers framed the new items as “a new chapter to celebrate,” linking the product calendar to the family’s change in location without addressing royal status.
Media coverage and public response
U.S. outlets tracked the sell-outs and website numbers, while UK coverage noted the timing of the launches against the family’s arrival. Speculation about acting roles for Netflix’s The Gentlemen Season 3 surfaced but did not slow brand activity.
Some UK commentary questioned public appetite for the products, yet sales data showed continued U.S. demand. Quick sell-outs created secondary market listings at higher prices.
PR rotation and multiple publicists were reported as the brand managed messaging across both countries during the move.
Netflix exit and independence
The March separation from Netflix ended a production-adjacent investment that had supported early development. Statements from both sides described the split as amicable and positioned the brand as ready to stand alone.
Without studio oversight, the product calendar accelerated. New spreads and the sparkling wine were introduced on shorter cycles than the initial jam and rosé releases.
The exit also removed any perception that the brand served as content for future Netflix programming, allowing As Ever to operate strictly as a retail operation.
Market positioning
As Ever sits alongside other celebrity-founded pantry lines that emphasize small-batch sourcing and limited drops. Quick sell-outs are used to create urgency rather than volume discounts.
Pricing remains accessible for specialty items, with jars and bottles positioned for weekend use and gifting. The brand avoids direct competition with mass-market spreads.
Instagram continues to serve as the primary sales channel, with recipe tie-ins and seasonal imagery keeping the feed active between drops.
Future expansion plans
Broader shipping and additional retail partnerships are under discussion, though no timelines have been confirmed. The focus remains on maintaining scarcity and controlling inventory.
New SKUs are expected to follow the existing pattern of seasonal spreads and small-batch wines. Collaborations will likely stay limited to maintain exclusivity.
The brand’s performance after the Netflix exit will determine whether further outside investment is sought or whether growth stays self-funded.
Next steps for the brand
As Ever’s recent launches show a steady cadence of limited products timed with personal milestones. The UK relocation supplied fresh imagery without shifting the core U.S. customer base or product focus. Continued sell-outs and traffic data suggest the brand can sustain momentum on its own, provided inventory cycles and messaging stay consistent.
