Who — I find myself wailing into the void — is buying Meghan Sussex’s jam? It is a question I despise myself for asking. But the answer is revealing. It tells an interesting story of our collective neuroses and aspirations.
First, the jam in question. It is described on the website of As Ever, the duchess’s lifestyle brand, as a “raspberry spread” (tragically it can’t legally be called jam because of FDA regs), “crafted with a fluid texture so it can be drizzled, spread, poured and enjoyed for so much more than your morning toast”. Drizzled, spread and poured! Heston Blumenthal, eat your heart out. The word “crafted”, incidentally, occurs three times in the three-sentence product description.
The jam — sorry, crafted spread — costs