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Meghan Markle’s lifestyle brand As Ever is expected to enter the UK market with tea, scented candles and limited-edition bookmarks, according to a report cited by Marie Claire. Jam is reportedly excluded at launch because of food import and export rules, and flower sprinkles are also not expected to be sold there. The brand has not publicly confirmed a launch date or full UK product list in the supplied reporting.
Meghan Markle’s lifestyle brand, As Ever, is expected to expand into the UK with tea, scented candles and limited-edition bookmarks, according to a report by Marie Claire citing The Sun’s royal editor Matt Wilkinson. The report says the brand’s jam will not initially be available because of food import and export rules, while its flower sprinkles are also absent from the planned UK selection.
Wilkinson reported that As Ever is expected to sell £11 tins of tea and £50 scented candles in the UK. Limited-edition bookmarks priced at £15 are also expected to be offered. The bookmarks are described as made in the UK and marked with phrases in Markle’s handwriting, including “Fell asleep here.” The report does not give a launch date or explain where UK customers will be able to buy the products.
The same report says As Ever’s jam will not be available immediately, citing food import and export rules as the reason. Flower sprinkles featured in Markle’s Netflix series With Love, Meghan are also not expected to be part of the UK range. These details are attributed to Wilkinson’s reporting; the supplied material does not include a direct announcement from As Ever confirming the UK assortment.
As Ever describes its spread as “one of Meghan’s most-loved spreads to use at home—fresh, dazzling and crave-worthy.” The brand’s early promotional history included jars of strawberry jam sent to selected recipients in 2024, when the venture was known as American Riviera Orchard. The supplied report says the spread now comes in three flavours and is sold alongside honey described by the brand as “100% California-harvested.”
A Selective UK Product Launch
The reported UK expansion would take As Ever beyond its primarily US-based sales, where the brand had not offered international shipping, according to the Marie Claire article. A UK market could give the business access to customers outside the United States, but the reported exclusions show that its product range may differ by country.
For shoppers, the immediate distinction is practical: tea, candles and bookmarks are expected, while two products associated with the brand’s public profile—jam and flower sprinkles—are not part of the reported initial offering. The reported import restrictions also point to how food regulations can affect what a consumer brand sells across borders. The precise regulatory requirements and whether the jam could be added later have not been detailed.
The expansion is also a test of how a brand closely associated with Markle’s California lifestyle will present itself to customers in another market. The report identifies items expected to go on sale, but does not establish the size of the launch, projected demand or any commercial targets.
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From Early Jam Gifts to UK Plans
As Ever drew early attention through its food and home products. In 2024, jars of strawberry jam were sent to a selected group of recipients under the brand’s earlier name, American Riviera Orchard. The brand later developed a line that, according to the supplied report, includes three spread flavours and California-harvested honey.
Marie Claire framed the UK plans against the reported relocation of Prince Harry and Markle to the UK for an “extended visit,” which prompted questions about the brand’s reach beyond the United States. The article says As Ever had been primarily US-focused and offered no international shipping. The current report describes a planned UK market expansion, but does not say that the couple’s visit is the reason for the business decision.
Markle also spoke publicly about the brand’s development in a recent Instagram post, according to the source material. She referred to its growth and a holiday collection, but that statement did not confirm the UK launch details reported by Wilkinson.
““As Ever is expected to sell Meghan’s £11 tins of tea and £50 scented candles.””
— Matt Wilkinson, The Sun’s royal editor, as quoted by Marie Claire
Launch Details Still Unconfirmed
The supplied reporting does not state when UK sales will begin, which retailer or website will carry the products, or whether the listed prices are final UK prices. It also does not include a direct confirmation from As Ever of the reported product lineup.
The reason given for excluding jam is attributed to food import and export rules, but the specific requirements, whether they apply to every flavour, and whether the product could be introduced later are not provided. The report also does not explain why flower sprinkles are omitted. No details are given on shipping, stock levels or whether additional products will be available at launch.
Awaiting As Ever’s UK Announcement
The next concrete details to watch for are an official UK launch date, a confirmed sales channel and a complete list of available products. As Ever could also clarify whether the quoted prices will apply in the UK and whether the jam or flower sprinkles might be added later. Until the brand confirms those points, the reported lineup should be treated as expected rather than a finalized public launch plan.
Key Questions
Which As Ever products are expected to be sold in the UK?
According to Matt Wilkinson’s report, as cited by Marie Claire, the expected products include £11 tins of tea, £50 scented candles and £15 limited-edition bookmarks.
Will As Ever’s jam be available in the UK at launch?
The report says the jam or spread will not be available immediately, citing food import and export rules. It does not say whether it could be introduced later.
Why are the flower sprinkles missing from the reported UK range?
The supplied report says the flower sprinkles did not make the UK product lineup, but gives no specific reason for their exclusion.
When and where can UK customers buy As Ever products?
The report does not provide a launch date or sales channel. Those details remain unconfirmed in the supplied material.
Source: rss
