Behind the Jam: Meghan Markle’s ‘As Ever’ brand not as homemade as it seems

Meghan Markle’s new lifestyle venture, As Ever, has stirred up excitement among her fans — but behind the picture-perfect branding and “homemade” aesthetic, there’s a much bigger machine at work.

Marketed as a heartwarming, small-batch line of goods featuring items like fruit spreads, wine, and baking mixes, As Ever has been rolled out with all the charm of a rustic kitchen dream. Meghan’s carefully curated social media posts even show bubbling jam pots and cozy domestic scenes. But reports now suggest that the real engine powering the brand isn’t a farmhouse kitchen — it’s Netflix.

According to multiple sources, while Meghan is involved in product development and branding decisions, the actual manufacturing, distribution, and logistics are largely being managed by Netflix — the same streaming giant that signed the Sussexes to a £73.3 million deal covering documentaries, brand partnerships, and more.

The brand is prominently featured in Meghan’s With Love, Meghan series on Netflix, which was panned by critics but still greenlit for a second season. In public, Meghan spoke about pivoting from building her own team to working closely with the streaming company. “We are on calls daily,” she said, referring to product planning and inventory — yet few concrete details have emerged about where these lovingly crafted items are really being made.

One of the bigger eyebrow-raisers? The address listed on As Ever’s jam jars is Netflix’s corporate office on Sunset Boulevard — a far cry from a countryside kitchen. Experts point out that this “deliberately vague” labeling takes advantage of more relaxed U.S. food origin laws. While UK regulations require specific manufacturing locations to be disclosed, American laws are looser — meaning ingredients can be sourced from nearly anywhere within the U.S. without detailed disclosure.

“As long as it’s made in the U.S., they don’t have to say exactly where,” one jam producer explained. “It’s not illegal — it’s how a lot of celebrity brands operate. But Meghan’s under a harsher spotlight than most.”

Netflix, for its part, maintains that As Ever works only with “best-in-class” vendors who meet their “high standards.” However, due to non-disclosure agreements, the actual suppliers and manufacturers behind the scenes are likely to remain anonymous.

Eric Schiffer, a branding expert with Reputation Management Consultants, noted that Meghan has done a skillful job of marketing the brand's wholesome image — particularly to American consumers, who may be more accepting of the idealized narrative. “She’s selling a lifestyle, and jam has become a central symbol of that,” he said. “The bubbling pot, the daughter at her side — it’s all very curated.”

But, he warns, “curation walks a fine line with illusion. Celebrity brands thrive on trust, and Meghan’s public image has already faced scrutiny — just think back to the late Queen’s famous line: ‘recollections may vary.’”

Ultimately, the intrigue surrounding As Ever may be both its strength and its vulnerability. The brand’s aesthetic is all about authenticity, yet the mystery around its operations could raise questions about how authentic it really is. Whether that matters to the brand’s audience — or whether the jam simply tastes good enough to ignore the questions — remains to be seen.