Good news for the Duchess of Sussex’s British fans and supporters: reportedly, Meghan’s As Ever brand will soon expand into the British market. Because of regulations around food, it’s unlikely that British peeps will be able to buy As Ever jam/spread right away, although I’d be willing to bet that there are legal workarounds for that. I wonder if Meghan will be able to sell her wines in the UK? I know As Ever’s jam is the “hero product,” but I feel certain that AE’s wine is selling very well.
The Duchess of Sussex will start selling her As Ever products to Brits for the first time — in a sign she and Harry plan to stay here. Until now her lifestyle brand, which launched 18 months ago, has only been available to buy in the US market. But the Sussexes moved back to Britain from California this summer for an “extended period” — with Archie and Lilibet starting school.
Now her As Ever products will soon be on sale in her new homeland, making the UK the brand’s first market outside of her native US, where the former actress is still widely known as Meghan Markle. As Ever is expected to sell Meghan’s £11 tins of tea and £50 scented candles.
Her £15 limited edition bookmarks, made in the UK with phrases in her handwriting such as “Fell asleep here”, are also set to go on sale.
But her jam — or spread — will not immediately be available due to food import and export rules, it is understood. And her flower sprinkles, seen in her much-derided Netflix show With Love, Meghan did not make the transatlantic cut either.
An industry source said: “Any consumer business would want to grow into as many markets as possible.”
The UK’s Intellectual Property Office issued a partial provisional refusal in June 2025 to part of Meghan’s proposed retail operation. It said “the list of goods/services are so broad they do not constitute a proper list of goods/services” and lacked “precision and clarity”. But in December her company did secure protection for many of the items from its earlier list.
I thought the bookmarks were sold out? Both bookmark drops were limited editions, but both were made in the UK, so maybe it’s a special offering for the British market. That’s what I would do in Meghan’s shoes as well – offer some products specific to the UK market, possibly manufactured in the UK. I’m sure there are plenty of British companies looking to do collaborations with As Ever as well. And the Sun doesn’t mention the wine… I wonder. I also wonder if Meghan’s thinking about doing an As Ever pop-up shop somewhere in the Cotswolds.
Photos courtesy of As Ever’s Instagram and As Ever’s site.
Bring it on! I’ll get some yum yums and show my support off Meghan, that’s a win win.
I was hoping for jam I won’t lie, but maybe she could collab with a british fruit producer. that would be great. But I will however be buying tea and offering it to my daily fail reading relatives.
That’s exciting for all the British Sussex fans!!
Happy with the As ever expansion news
I wonder if she will ever expand into tea plant teas? Though I like having some high quality non-caffeinated tea for the evening.
I wonder if this is about a pop-up at Soho Farmhouse, rather than general retail in the UK?
Though perhaps a pop-up could be a mini test market, either for other narrow bricks-and-mortar sale channels, or for wider e-commerce only sale.
Either way, if true it’s great news!
I don’t blame her for excluding jam. That would drive them over the top. They have a sick obsession with the jam, like a red flag to a bull. I’m not her, but they bitch so much about what she sells in America, they will go insane if she sells in Great Britain. They’ll make up stuff, adulterate the items themselves and have shit fits for decades. I wouldn’t do it if I were her. There might be riots in the streets despite their supposed stiff upper lips. The English are mad!
This story is full of rubbish.
One look into her AsEver trademark approval at UK’s IP Office for yourself, and you’ll find out that all her previously filed applications were approved in December of last year, after a first review request for clarification. Just in a few months. That’s pretty straightforward and fast. So, she has all the approvals that she wanted in the first place. She was smart to file through a 3rd party, not under her own name. You know what those leaking Brits would have done with that knowledge.
And same as her AsEver IP/trademark application approvals since 2024 in many other countries, of which we didn’t know anything about in the first place.
And as for starting to sell her AsEver products in the UK – nothing of the sort has been announced by Meghan/AsEver so far. She’s taking her time, I may think, we don’t know the reasons why.
So, this piece is just a load of guesswork, no facts, as always.
So there is hope for german squaddies as well?? Yesss! I could see Meghan staying out of the iam business because of a well known iam producing king who tends to feel overshadowed…?
Thanks for clarifying. Until the company itself announces it, i’ll take it with a grain of salt. Also they said her selling AsEver in the UK shows they plan on staying there longer. What does one have to do with the other. AsEver is available in all 50 states but Meghan’s not moving to Peoria because her product is available there. Anyway, she’ll find a manufacturer somewhere Europe or meet the regulations if she wants to sell jam there.
I just saw a post on another forum recently of a fan asking if it As Ever was going to expand into the UK, and they received an email response from As Ever that they were working on expanding to the EU, but it’s not available yet. I could see the British press taking this as confirmation even though the emails language seemed vague, to me.
As you said, until the company announces it, I’m not believing The Sun.
Here is a link to the post. It had a copy of the email sent to the fan.
https://www.reddit.com/r/RoyaltyTea/comments/1x38hwf/meghan_the_duchess_of_sussex_as_ever_is_working/?utm_source=share&utm_medium=ios_app&utm_name=ioscss&utm_content=1&utm_term=1
I hesitate to trust posts from that particular user. They are not a reasonable example of the Sussex squad, and their behaviour inspires those that see us in a negative connotation. Meghan is a star. She has a sense of refined dignity so I try and follow her example when faced with conflict and intolerance.
I am still hoping that we will get some jam at some point! Would love it if she can work out something with our strawberries and a local manufacturer.
Advisor2U – Thank you SO much for checking source docs rather than repeating and ruminating on rumors ad nauseum! 🙏
I wish she would make more of the Fell Asleep Here bookmarks! I really want one.
I actually though that As Ever would move into Canada first before other international places.
Meghan may still be working on Canada and other markets in Europe; we just don’t know.
She may want to wait on selling to us Canadians. Between the tariffs and our current resistance to buying US products, the market potential might be an uphill climb. Maybe in 2029…
This piece is based on As Ever’s application to the UK IPO not on any real information from Meghan’s team. I find it funny and delusional that the Sun believes that just because the products will some day be sold in the UK that it means that Harry and Meghan will permanently be in the UK.
It’s a shame that this site insists on bringing this verifiable nonsense here under the guise of reviewing 🇬🇧 rota rats. If it’s about traffic and engagement, you needn’t worry, we are more inclined to read your articles (especially about H&M), without the added bile that you then have to debunk later 🤦♂️.
This whole article was conjectured by the UK weirdos after a Squadie on this very site (and Reddit), asked As Ever about the plushie Pula Sussex was playing with. Most of us come here because Celebitchy is one of the few sites that has enough Squaddies who have no problem pushing back on abusive content, but do we really need to review what the Daily Fail and the Camilla’s have to say about Harry and Megan or the Royals for that matter? It’s almost always lies and embellishments.
Anyway, that’s my first and last rant on this. Too bad if it gets me banned. ☮️
PREACH!!!
What? “The Duchess of Sussex will start selling her As Ever products to Brits for the first time — in a sign she and Harry plan to stay here.”
Are they implying that H&M will be moving to each and every country the As Ever products are sold in future? I consistently wonder about the people who write these articles.
Exceptional work, I back Megan and Harry (for supporting Meghan) all the way.
Does anyone know where I can get my hands on The As Ever Products, short of flying to the UK because it is not apparently available in the deep Southern Hemisphere?
Any help would be greatly appreciated.