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Meghan Markle’s lifestyle brand, As Ever, is expected to enter the U.K. market with tea, scented candles and limited-edition bookmarks. A report says the brand’s jam will not be available immediately because of food import and export rules, while flower sprinkles are also absent from the planned U.K. range.
Meghan Markle’s lifestyle brand As Ever is expected to expand into the U.K. with tea, scented candles and limited-edition bookmarks, according to reporting by The Sun’s royal editor Matt Wilkinson. The reported initial range will omit the brand’s jam, which is said to be affected by food import and export rules, and its flower sprinkles; a launch date and full product list have not been announced in the supplied report.
Wilkinson reported that As Ever is expected to sell tea tins priced at £11 and scented candles priced at £50 in the U.K. The planned range is also said to include £15 limited-edition bookmarks, made in the U.K. and printed with phrases in Markle’s handwriting, including “Fell asleep here.” These prices and product details come from the report, not a published U.K. catalogue or launch announcement included in the source material.
The report says the brand’s jam, also described as a spread, will not be available immediately because of food import and export rules. Flower sprinkles seen in the Netflix series With Love, Meghan are also not expected to be part of the U.K. offering. The source does not specify whether those products are excluded permanently or could be added later.
As Ever describes its spread as “one of Meghan’s most-loved spreads to use at home,” according to the supplied report. The strawberry jam was sent to a selected group of early recipients in 2024, when the brand was known as American Riviera Orchard. The report says the spread now comes in three flavours and is sold alongside honey described by the brand as “100% California-harvested.”
A Selective First U.K. Range
The reported expansion would make some As Ever products available to U.K. customers, while showing that the range may differ by market. Tea, candles and bookmarks are the products named for the expected U.K. offering; two items associated with the brand’s public profile—jam and flower sprinkles—are missing from it for now.
The distinction matters because the jam is presented in the report as a signature product and was part of the brand’s early rollout. Its reported absence could shape how customers understand the U.K. collection, but the source does not establish whether the omission will affect sales or how the brand intends to address the regulatory constraints. Any assessment of the commercial impact remains speculative until the company confirms the launch details.
The reported U.K.-made bookmarks also point to a product that may be simpler to offer locally than food items subject to cross-border rules. That is a possible explanation for the mix, not a stated strategy from As Ever. The confirmed picture in the supplied material is limited: a report names several expected products and gives a reason the jam is not immediately included.
Meghan Markle As Ever scented candles
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From U.S. Launch to U.K. Sales
The U.K. plans emerged amid questions about As Ever’s reach as Prince Harry and Markle were reported to be preparing an “extended visit” to the U.K. The brand had primarily operated in the United States and, according to the original report, had no international shipping options. Its marketing has also drawn on Markle’s life in Montecito, California.
As Ever’s earlier identity was American Riviera Orchard. In 2024, strawberry jam jars were sent to a selected group of early recipients, drawing attention to the brand before the current range was described under the As Ever name. The supplied report says the spread is now available in three flavours, alongside California-harvested honey; it does not provide current sales figures or confirm whether all U.S. products are available there.
Markle has publicly spoken about the brand’s growth. In an Instagram post quoted in the report, she said she felt “very proud, and grateful” as the brand introduced its holiday collection. That statement reflects her view of the business, but it does not confirm the timing, distribution arrangements or final contents of the reported U.K. collection.
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Launch Timing and Range Remain Unconfirmed
The supplied source does not give a U.K. launch date, identify a retailer or sales channel, or include a direct confirmation from As Ever. It is also unclear whether the stated prices are final U.K. prices, whether the listed items make up the complete initial range, or whether customers will be able to order online.
The reason given for the jam’s absence is attributed to what is “understood” by the reporter. The specific import or export requirements are not described, and no official company or regulatory statement is included. The report also does not explain why flower sprinkles are left out or whether they could be sold in the U.K. later.
It remains unclear whether the reported “extended visit” to the U.K. is directly connected to the brand’s expansion. The supplied material describes the two developments alongside each other but does not establish a link between them.
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Watch for As Ever’s Official Details
The next clear developments would be a formal announcement from As Ever, a confirmed launch date and details of where U.K. customers can buy the products. An official product listing could also settle the final range and prices, and clarify whether the jam or flower sprinkles may be added at a later stage.
Until those details are published, the U.K. offering should be described as expected rather than confirmed by the brand. The reporting gives readers an early indication of which products may cross the Atlantic, but distribution, timing and the full extent of the launch remain open.
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Key Questions
Which As Ever products are expected to be sold in the U.K.?
The report names £11 tins of tea, £50 scented candles and £15 limited-edition bookmarks. It does not establish that this is the complete range.
Why is As Ever’s jam reportedly missing from the U.K. launch?
The report says the spread will not be available immediately because of food import and export rules. It does not specify the regulations involved or include a direct statement from As Ever.
Will flower sprinkles be sold in the U.K.?
The report says the flower sprinkles are not part of the expected U.K. offering. It does not explain the reason or say whether they could be added later.
When will As Ever launch in the U.K.?
No launch date is given in the supplied report. A formal announcement or U.K. product listing would be needed to confirm timing and sales channels.
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