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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 spread will not be available immediately because of food import and export rules, while flower sprinkles are also excluded. The launch date and full product range have not been announced.
Meghan Markle’s As Ever lifestyle brand is expected to begin selling selected products in the U.K., but its jam spread will not be available at first, according to a report by The Sun’s royal editor, Matt Wilkinson. The expected range includes tea, scented candles and limited-edition bookmarks; the reason cited for the spread’s exclusion is food import and export rules.
Wilkinson reported that As Ever is expected to sell its £11 tins of tea and £50 scented candles in the U.K. He also said the brand’s £15 limited-edition bookmarks are set to go on sale. The bookmarks are made in the U.K. and feature phrases written in Markle’s handwriting, including “Fell asleep here.” The report did not provide a launch date or say where U.K. customers will be able to buy the products.
The jam, also described by the brand as a spread, is not expected to be part of the initial U.K. offering. Wilkinson attributed its absence to food import and export rules, citing information he said was understood; the report did not provide further detail on the specific requirements or whether the product could be added later. Flower sprinkles, which appeared in Markle’s Netflix series With Love, Meghan, are also not included in the reported U.K. range.
As Ever describes its spread as “one of Meghan’s most-loved spreads to use at home.” The product was part of the brand’s early public profile: in 2024, jars of strawberry jam were sent to a select group of recipients when the venture was first presented under the name American Riviera Orchard. The source report says the spread is now available in three flavours alongside honey described by the brand as “100% California-harvested.” It does not specify which, if any, of those products will later be offered in Britain.
A Selective U.K. Product Launch
The reported expansion would give British customers access to some As Ever products without requiring them to order from a U.S.-based business. But the exclusions matter because the brand’s spread was an early, widely discussed part of its identity, and its absence leaves the initial U.K. offer focused on goods that are not subject to the same food-import considerations. The range described so far is limited, rather than a full transfer of the U.S. catalogue to a new market.
For the business, entering the U.K. could broaden its customer base and test demand outside the United States. The report does not disclose projected sales, distribution arrangements or whether the launch forms part of a wider international rollout. Any effect on the brand’s growth remains uncertain until those details and the actual availability of products are confirmed.
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From California Brand to Britain
As Ever has been presented as a lifestyle brand associated with Markle’s life in Montecito, California. According to the source report, its sales had been primarily U.S.-based, with no international shipping options. The planned U.K. expansion would mark a change in that reach, although the report offers no details about a broader shipping policy or availability in other countries.
The food products have featured in the brand’s public story since its earlier identity as American Riviera Orchard. Jars of strawberry jam were sent to selected recipients in 2024, before As Ever developed its wider product line. Markle has also described the company’s growth positively. In an Instagram post, she wrote: “As I pinch myself looking at how this brand has grown, and as we introduce our holiday collection, I feel very proud, and grateful.” That statement reflects her view of the brand’s development; it does not announce the U.K. launch details.
““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 in Marie Claire
Launch Details Still Unconfirmed
The report does not identify an opening date, retail partners, sales platform or delivery arrangements for U.K. customers. It also does not say whether the listed prices will be converted into pounds for British sales or remain as reported. The products named should be treated as expected offerings based on the report, not as confirmation that they are already available to buy.
It is also unclear whether the jam spread’s exclusion is temporary, which import or export requirements apply, or whether As Ever is seeking a route to sell it in Britain later. The status of flower sprinkles beyond the reported initial range has not been explained. No direct announcement from As Ever confirming the full U.K. assortment or launch schedule is included in the source material.
Awaiting As Ever’s U.K. Plans
The next concrete details to watch for are an official launch announcement, a date, and information about where the products will be sold and shipped. As Ever may also clarify whether the reported list is final or only an initial selection. Until the company provides those details, the reported tea, candles and bookmarks remain expected items rather than a confirmed, dated retail launch.
Further information may also establish whether the jam can be introduced later and whether other products will join the British range. The available report does not set a timetable for those decisions.
Key Questions
Which As Ever products are expected to be sold in the U.K.?
The report names tea, scented candles and limited-edition bookmarks. It does not provide a complete product list or confirm a launch date.
Why will the As Ever jam not initially be available?
Matt Wilkinson reported that it will not be available immediately because of food import and export rules. The specific requirements and any plans to address them have not been detailed.
Will flower sprinkles be part of the U.K. launch?
They are not included in the U.K. range described in the report. Whether they could be sold there later is unclear.
When can customers in Britain buy As Ever products?
No launch date or retail information was provided in the source report. Customers will need an announcement from As Ever or its retail partners for confirmed availability.
Source: rss
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