Meghan Markle accused of using 'simple ploy' after Duchess of Sussex's milestone achievement

Meghan Markle relaunches lifestyle brand.

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Svar Nanan-Sen

By Svar Nanan-Sen


Published: 03/04/2025

- 12:00

The Duchess of Sussex's quick sell-out may have been a deliberate strategy

Meghan Markle's new food brand "As Ever" sold out within just 30 minutes of its launch.

The Duchess, 43, celebrated the rapid sell-out on Instagram, writing: "Our shelves may be empty, but my heart is full!"


The range included premium items such as £11 jars of jam and £22 limited edition honey.

Fans quickly snapped up the £11 raspberry preserve, described as a "luscious fruit-forward spread" in "elegant keepsake packaging".

Meghan Markle

Meghan Markle has been accused of using 'simple ploy' after her milestone achievement.

Getty

The £9 teas, including lemon ginger, peppermint and hibiscus varieties, also sold out rapidly.

£12 flower sprinkles and £11 shortbread and crepe mixes were similarly unavailable within the hour.

However, a source has claimed the quick sell-out was a deliberate strategy.

"This is simply a marketing ploy," the source said.

Meghan Markle

Meghan Markle's new food brand "As Ever" sold out within just 30 minutes of its launch.

Getty

"You make a relatively small amount available so it all gets bought and then you can say it's so popular it sold out."

The collection promised to bring "surprise and delight" to "every day" according to the brand's website.

A statement from the brand said: "This collection offers a glimpse into Meghan's approach to elevated, everyday living and is inspired by her long-lasting love of cooking, entertaining, and hostessing with ease."

Meghan Markle

The collection promised to bring "surprise and delight" to "every day" according to the brand's website.

Getty

The statement continues: "As Ever brings to life the staples Meghan turns to time and again in her own kitchen and daily life."

"Designed to infuse warmth, beauty, and intention into daily rituals, this collection marks the beginning of a brand that will continue to evolve with new seasonal offerings inspired by Meghan's personal essence."

The brand has confirmed that "As ever will release new product collections seasonally" as the lifestyle range continues to develop.

Currently, Meghan's first As Ever products are available across the US only.