If there were an award for the most rebrands in the shortest time, Meghan Markle would undoubtedly have it displayed on her Montecito mantelpiece.
This time, she has shifted from the elaborate American Riviera Orchard to the more streamlined and minimalist "As Ever." However, not everyone is convinced by this latest transformation. Australian television program The Project wasted no time in mocking Meghan’s newest venture, airing a sharp and sarcastic segment that quickly went viral. The internet soon followed, with users pointing out the many reinventions that have shaped her career—from Deal or No Deal briefcase girl to Suits actress, blogger, duchess, Hollywood outsider, failed podcaster, and now, artisanal jam entrepreneur. While her professional journey is undeniably varied, critics argue that each new endeavor feels increasingly less authentic.
Royal commentator Kinsey Schofield has already noted that "As Ever" is facing setbacks. Meghan’s soft-focus, whispery launch video was widely ridiculed, with many likening it to an outtake from a Hallmark movie. Further complicating matters, a Spanish town is reportedly considering legal action over the brand’s logo, which bears a striking resemblance to its coat of arms. Meanwhile, an American clothing company has already laid claim to the name "As Ever," raising further questions about the originality of the brand.
Unlike her previous ventures, Meghan has taken a notably low-key approach to marketing this time around. There have been no high-profile talk show appearances, no glossy magazine covers, and, perhaps most tellingly, no presence at Netflix’s most recent major event. Some speculate that even Netflix—despite its multi-million-dollar deal with the Sussexes—may be subtly distancing itself from yet another Meghan-led project. One unimpressed critic bluntly stated, “It’s shocking how incompetent and unlikable she is. At this point, I almost think she’s a master troll—until I see that cringe-inducing video and realize she actually believes in what she’s selling.”
Unsurprisingly, social media had a field day with the debut of As Ever. One Australian commentator quipped that Meghan has undergone "more rebrands than I’ve had hot dinners." Another suggested she should have simply called the brand Markled—a nod to her reputation for burning bridges in both business and personal relationships. Even more eyebrow-raising was Meghan’s insinuation that the royal family had stood in the way of her dream to sell jam. The idea that Queen Elizabeth herself prevented her from putting fruit in jars was widely mocked, with some calling it her most bizarre claim yet.
Meghan has also positioned herself as someone chosen to “break generational curses,” a statement that left many bewildered. One Twitter user joked, “Chosen by whom, exactly? Is there a secret council handing out these assignments? Did she qualify by ghosting half her family and monetizing victimhood?” The internet’s reaction to As Ever has been a mix of secondhand embarrassment, disbelief, and relentless mockery. One user summed up the general sentiment after watching the promotional video with sound for the first time: “OMG, I’m dying of secondhand embarrassment. Jam is my jam? No, ma’am. It is not.”
