What looks like a neatly labeled lifestyle launch is starting to read like something bigger. Meghan Markle’s brand As ever has built its image on polished, shelf-stable indulgences, the kind of photogenic spreads engineered for an Instagram square and a soft-focus caption.
But fresh British tabloid reports hint at ambitions beyond curated pantry aesthetics, suggesting a push into the UK market. And that is where the narrative shifts.
What is solid, and what is not, needs saying upfront. Meghan’s As ever has expanded beyond spreads into collaborations and other products, including chocolate bars made with Los Angeles chocolatier Compartés.
Meghan Markle’s New Ambition Meets Highgrove Reality
Meghan launched As ever in March 2025 as a curated line of shelf-stable food products that includes jams, teas, cookie mix, and flower sprinkles. By late January, the brand was pushing a Valentine’s-ready chocolate collection tied to those spreads, with sets retailing for $62 and individual bars priced at $14, according to Town & Country and Marie Claire.
People also reported that the line broadened through collaborations and repeated sellouts, which is the sort of momentum that tends to encourage bigger distribution dreams.
On Feb. 5, Meghan posted a home video that showed her delivering As ever chocolates to Prince Harry while he worked at a desk, and The Independent quoted Harry responding, ‘Oh yes, please,’ as he picked a bar.
This is, in other words, a brand being built in public, with the marriage as part of the marketing texture whether you approve of that or not.
A simple burger order… or a visible stress moment? 👀@RoyalDailyTea and I watched Meghan Markle’s Montecito interview clip several times and the tension is hard to miss — jaw clenching, awkwardness, talking over Emily, and more.
Plus a funny fortune cookie story at the end 🍪… pic.twitter.com/fatrzswQx2
— Revealing (@RVealingthenarc) February 24, 2026
Highgrove is not just a royal gift shop with a good font. Highgrove products, garden tours, and events are explicitly tied to The King’s Foundation, with Burberry’s corporate release and Highgrove’s own retail messaging stating that proceeds support and enable the charity’s work.
If Meghan were to push preserves in Britain at scale, the optics would be easy for critics to weaponize, because Highgrove’s jars are already wrapped in royal identity and charitable framing.
Meghan Markle’s New Ambition Puts Harry in the Middle
Prince Harry has been trying, at least in public gestures, to thaw the deep freeze with his father. Reuters reported that Harry met King Charles for tea in September 2025, their first meeting in 20 months, after Buckingham Palace announced the encounter at the King’s London residence.
CNN similarly described it as a private afternoon tea and a moment that sparked renewed speculation about reconciliation.
Meghan Markle reportedly demanded Prince Harry avoid the Royal Family’s latest crisis to protect their American commercial interests.
Love Always Win @sheneildis / X
That is the backdrop for the UK expansion chatter, which outlets like the Express have linked to reporting that Meghan wants to widen As ever’s reach and make products available beyond the US. Another report, carried by Geo.tv and attributed to Closer, also claimed she is ‘keeping an eye’ on expanding in the UK while noting the brand is not currently delivering to Europe and Asia.
Here is where my sympathy tilts, and not toward the palace. Meghan has every right to build a business, and the idea that a daughter-in-law must tiptoe around a father-in-law’s retail operation is ridiculous on its face.
Still, the royal family runs on perception, not fairness, and Harry knows that better than anyone who has ever written a memoir. A UK jam push might be perfectly innocent and still land like a gauntlet, especially when Highgrove’s sales are publicly linked to a charity so closely associated with the monarch.
No one has produced a signed plan, a launch date, or an official statement confirming that As ever is headed for British shelves. For now, it remains a story of ambition, branding, and a possible expansion.