Meghan Markle loves to call herself a “founder” and “entrepreneur,” but the hits to her fledgling lifestyle brand just keep coming. News broke Friday that Netflix has ended its partnership with Markle’s As Ever business as the streaming giant further distances itself from the former royal.
The Break Up
Netflix was a partner in developing As Ever – which launched nearly a year ago selling jams, teas, and flower sprinkles before expanding to other kitchen and household items – but the streamer will no longer be a partner in the endeavor.
“Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life. As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” a Netflix spokesperson told Page Six. “We look forward to celebrating how she continues to bring joy to households around the world.”
The divestment comes after Netflix failed to pick up Markle’s With Love, Meghan series for another season. While the show is apparently not formally cancelled, it is unclear what, if any, future it has on the streaming platform or beyond. Megyn and Maureen Callahan’s parody of it, however, will live forever. You can watch it here.
But those worried about where they will turn for overpriced “fruit spreads” and candles, fear not. A spokesperson for Markle told Page Six that the brand will continue. “[As Ever] is grateful for Netflix’s partnership through launch and our first year,” the statement read. “We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
Megyn’s Taste Test
Ironically, the Netflix news came just as Megyn got her hands on some As Ever product for the first time. Friend-of-the-program Britt Mayer actually sent her a couple of things to try, and Megyn decided to offer her real-time reviews on Friday’s edition of The Megyn Kelly Show.
“Our pal Britt Mayer sent me Meghan Markle merch. She sent me this box of her chocolates… Abby and I agree the packaging is pretty. I have to give her that. I like the flowers,” Megyn admitted. “That’s her big thing – you have to get ‘edible flowers’ on everything that may or may not actually be edible… But the presentation on the chocolate bars was nice.”
The same cannot be said for the experience of tasting them. The Signature Chocolate Collection gift set in collaboration with Compartés Chocolatier, which features four 2.8-ounce bars, is currently sold out but retailed for $62.
The unusual flavors included Strawberry Spread, Champenoise Brut, Dark Chocolate; Flower Sprinkles, Hemp Hearts, White Chocolate; Raspberry Spread, Sea Salt, Dark Chocolate; and Shortbread Cookies, Bee Pollen, Milk Chocolate. Megyn tried the latter two and was – to put it mildly – not impressed.
“I tried the ‘Raspberry Spread, Sea Salt, Dark Chocolate’ first, and, I’m not going to lie, it was disgusting. Absolutely disgusting. I could not recommend you stay away from it more strongly than I do,” Megyn shared. “Then, I went to ‘Shortbread Cookies, Bee Pollen, Milk Chocolate.’ I mean, shortbread cookie sounds good, right… [Well, it’s] also disgusting. Don’t recommend. So, thumbs down on the $62 chocolate.”
Next up was the infamous fruit spread, which sells for $12 in regular packaging or $15 in “keepsake packaging.” Mayer was kind enough to send the “keepsake” versions of the strawberry and raspberry flavors, but it sounds like she should have saved her money. “There’s the cheesy little packaging for the jams, which [is a] very cheap little cardboard circular thing,” Megyn noted. “I guess she was trying to be fancy, but it was a fail.”
As for the jam itself? “It is good raspberry jam,” Megyn admitted. “The problem is she is charging $12 [to $15] a jar for this, and you can get jam that tastes just as good, if not better, for $4. You are paying all that extra money, so you can get Meghan Markle to send you a stupid little card that reads ‘enjoy’ in her lame little calligraphy on one side and ‘As Ever’ on the other.”
Ultimately, Megyn said the brand is as unimaginative as Markle seems to be. “The As Ever thing… is not clever. It’s not a play on words that you find fun,” she noted. “It sounds like someone who’s trying to offer this ephemeral brand to entice you into another world that doesn’t get you there.”
“So big thumbs up on Britt Mayer; not on Meghan Markle,” Megyn concluded. “And sadly, Netflix has officially cut ties with Markle’s polarizing lifestyle brand As Ever, per Page Six. We all agree.”
You can check out Megyn’s full analysis by tuning in to episode 1,267 on YouTube, Apple Podcasts, or wherever you like to listen. And don’t forget that you can catch The Megyn Kelly Show live on SiriusXM’s The Megyn Kelly Channel (channel 111) weekdays from 12pm to 2pm ET.