Fans of The Duchess of Sussex remain frustrated and confused about the items and quantities of Meghan Markle’s second product drop for her As Ever collection on June 20. It comes as new products – including Apricot Spread in Keepsake Packaging and Limited-Edition Orange Blossom Honey – sold out within 10 minutes of launch.
It is unknown how much stock was available and the apricot spread without keepsake packaging was still available to purchase at the time of writing. Social media users are questioning why there were only two new products available after a big marketing tease. One said: “Wait so she only thing new she dropped was apricot spread?”
Commenting on the fast sell-out of products, another wrote: “She doesn’t have any intention of running a supply chain.”
A third, brutal comment said: “We can now all collapse in exhaustion from the anticipation of her re-re-launch. Nothing to see here. As ever.”
Another joked: “That was it? That was her ‘surprise?’ Apricot jam! This woman is so basic!”
In the As Ever newsletter that released on June 20, Meghan also teased the release of a rosé wine, which was not available in the current drop. She wrote in a message directing visitors to sign up on a mailing list: “Our debut Napa Valley rose is launching just in time for summer entertaining.”
The newsletter read: “There’s something else we can’t wait to share – our debut As ever rosé. With soft notes of stone fruit, gentle minerality, and a lasting finish, this bespoke blend is launching just in time for summer entertaining, and will be available for purchase on July 1st.”
Meghan Markle on Instagram also wrote of the second product launch: “Yummies, and honeys, and fruit spreads, oh my!
Come explore our summer drop – live now.”
This second seasonal drop comes months after the duchess experienced a massive sell-out when launching her lifestyle brand for the first time in April.
For its first collection, As Ever’s launch included a raspberry spread in keepsake packaging, a raspberry spread without keepsake packaging, herbal lemon ginger tea, herbal peppermint tea, herbal hibiscus tea, her flower sprinkles, crepe mix, shortbread cookie mix with flower sprinkles included and a limited-edition wildflower honey with honeycomb.
After all products sold out after the first item launch, Meghan was thrilled. She wrote on Instagram at the time: “Our shelves may be empty, but my heart is full! We sold out in less than one hour, and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial. Here we go!”