Meghan Markle mocked by fans for hitting ‘sad’ milestone: ‘Game over’ | Royal | News

As Ever launched on April 2, 2025 and the first collection sold out within minutes. At the time, the Duchess posted a picture of herself spooning her jam on Instagram, with the caption: “We’re live! Come shop the As ever collection I’ve poured so much love into. So excited to share this with you *Limited quantities for each seasonal drop*”

But some fans branded As Ever’s anniversary as “sad” and claimed the brand launch has been one huge slop.

A user said on Reddit: “Did anyone think As Ever would fall so quickly? So spectacularly? Has there been any other celebrity brand that’s been knocked out in less than a year’s time? You have to actively be horrible at business to see the same result that Meghan has.

“I’m going to be honest and say that even I’ve been a tad bit surprised (but oh so pleasantly so) at just how bad she is in e-commerce.”

They added: “I believe it’s game over for her company. It’s on life support. She’s producing absolutely nothing new and nothing of value. No seasonal drops of her own creation. It’s stale and stagnant. Not innovative and fresh. Oh gee this is getting good!”

Another user agreed: “AE fell like a barrel over Niagara Falls. And we all had a front row seat.”

A third one said: “It is genuinely shocking that a product line could fail so spectacularly with the backing of a company like Netflix.”

A fourth one commented: “I’m honestly not at all surprised that it hasn’t happened. Everything she has attempted has failed.”

Meghan’s first collection for As Ever included nine products in total: a raspberry spread in keepsake packaging, a raspberry spread without keepsake packaging, herbal lemon ginger tea, herbal peppermint tea, herbal hibiscus tea, her flower sprinkles, crepe mix, shortbread cookie mix with flower sprinkles included and a limited-edition wildflower honey with honeycomb.

She then went on to launch various other products, including bookmarks, chocolate and wine.