Meghan Markle’s Apricot Spread Fiasco: A Recipe for Chaos – Prince Harry’s  Reaction Leaves Us Stunned

In the glittering world of celebrity branding, where every product launch is a meticulously choreographed performance, Meghan Markle’s latest venture has stumbled spectacularly. The Duchess of Sussex’s lifestyle brand, As Ever, promised to deliver artisanal elegance with its new apricot spread, but instead, it has unleashed a storm of ridicule, confusion, and outright disbelief. What was meant to be a triumphant addition to her burgeoning empire has spiraled into a case study in branding gone wrong, leaving fans and critics alike questioning whether As Ever is a luxury label or a chaotic parody. From bizarre promotional imagery to scathing reviews, the apricot spread debacle has exposed cracks in Meghan’s carefully curated image, raising the stakes for her next move.

A Launch Marred by Confusion

When As Ever announced its apricot spread in June 2025, anticipation was high. Following the rapid sell-out of her earlier raspberry spread, Meghan’s fans were primed for another taste of Montecito magic. Priced at $9 for a standard jar and $14 for keepsake packaging, the spread was marketed as a “limited edition” delicacy, crafted with “gorgeous fruit and a touch of sweetness” to let the apricot’s “bright flavor shine”. The brand’s website waxed poetic about its smooth texture and gentle tartness, promising a versatile addition to everything from toast to cheese boards. Yet, the rollout quickly veered into chaos, with promotional missteps and logistical failures overshadowing the product itself.

The first red flag was the promotional imagery. Instead of showcasing the star ingredient—apricots—the campaign inexplicably featured a massive basket overflowing with oranges and kumquats, fruits that are out of season in California during June. The choice baffled viewers, who took to social media to voice their confusion. “Why is she selling apricot spread with pictures of oranges?” one X user asked, while another quipped, “Did Meghan forget what her product is?”. The disconnect between the product and its marketing set the tone for a launch that felt disjointed and poorly thought out.

Compounding the confusion was a now-infamous Instagram post showing Meghan picking a single ripe apricot from a tree laden with unripe, green fruit. Eagle-eyed fans quickly spotted the inconsistency, with many accusing her of staging the photo with a store-bought apricot. “She’s holding it upside down, and it’s the only ripe one on the tree!” one critic remarked on X, while another sarcastically suggested, “At least Photoshop the rest of the apricots to look orange!”. The image, meant to evoke an authentic farm-to-table narrative, instead fueled accusations of inauthenticity, with some calling it “another carefully curated moment gone slightly wrong”.

A Presentation That Missed the Mark

If the promotional imagery raised eyebrows, the product’s presentation sent critics into a frenzy. The apricot spread was showcased in a series of photos that many described as amateurish and bizarre. One image depicted the spread slathered atop what appeared to be yogurt or porridge, served in a metallic bowl that social media users ruthlessly compared to a “dog dish.” “Who eats yogurt out of something that looks like it belongs in a kennel?” one commenter snarked on X. The styling choices—wrinkled linens, harsh lighting, and grainy photography—drew comparisons to “a 2007 Nokia camera” and were widely panned as unpolished for a brand aspiring to luxury status.

The packaging itself became a lightning rod for mockery. Described by As Ever as “keepsake” worthy, the jars were meant to double as bud vases or storage for “love notes and special treasures”. Instead, critics likened the design to a “toilet brush holder” or “something you’d find in a discount bin at T.J. Maxx.” Social media erupted with memes, with one user joking, “Is this a spread or a Home Depot clearance item?” The elaborate white case housing the jars, nearly twice their size, sparked further backlash for its environmental wastefulness. “It’s just jam! Why does it need packaging fit for a perfume?” one critic fumed. The consensus was clear: the presentation felt pretentious, out of touch, and far from the artisanal charm Meghan had promised.

A “Runny Failure” Under Fire

Beyond aesthetics, the apricot spread’s quality came under intense scrutiny. Donna Collins, a champion jam-maker and owner of Jelly Queens, delivered a blistering critique, calling the product a “runny failure” and a “real disappointment.” In an interview with the Daily Mail, Collins, who boasts over 40 international jam-making titles, argued that labeling the product as a “spread” rather than a jam was a telltale sign of its shortcomings. “In the jam industry, a spread is what you call something that didn’t work,” she said, suggesting that the product’s thin consistency was a flaw Meghan’s team tried to rebrand.

Collins also questioned the ingredient list, which included conventionally grown apricots, dried organic apricots, organic cane sugar, and fruit pectin. “Why use fruit treated with pesticides when organic options are available?” she asked, adding that the inclusion of pectin, a gelling agent, likely indicated an attempt to salvage a too-runny batch. “Most spreads don’t use pectin,” she noted, implying a lack of expertise behind the product. Her comments echoed earlier criticisms of Meghan’s raspberry spread, which outlets like The Cut described as “too runny for a PB&J” despite praising its fruit flavor.

Customer reviews were mixed. While some praised the spread’s “authentic” taste, others found its texture off-putting. Vanity Fair tested a jar and noted that while the apricot’s acidic flavor was a hit, the “distractingly runny” texture detracted from the experience. The Washington Post gave the raspberry spread a high score in a blind test but admitted its thin consistency wasn’t ideal. On X, fans defended Meghan, with one stating, “Her spreads sell out in minutes, so clearly people love them!”. Yet, the vocal criticism from experts like Collins lent weight to the narrative that As Ever was struggling to deliver on quality.

Logistical Nightmares and Customer Fury

The launch’s woes extended beyond branding and quality to logistical failures that left customers fuming. Within hours of the apricot spread’s release, it sold out, but many who secured orders received emails informing them their purchases couldn’t be fulfilled. As Ever offered refunds and promised a free jar when restocked, but the lack of transparency about inventory sparked accusations of “gaming” fans with artificially limited stock. “Total chaos as per normal,” one X user lamented, while another called it a “scam” for taking payments for nonexistent products.

The Daily Beast reported that Meghan was switching suppliers, moving away from The Republic of Tea, the Illinois-based manufacturer producing her spreads, teas, and honey. The company, located 2,000 miles from Meghan’s Montecito home, also makes a “strawberry and wild rose” preserve for Netflix’s Bridgerton, a connection that raised eyebrows given the Sussexes’ Netflix deal. The supplier switch was cited as a possible reason for the inventory snafu, but the lack of clear communication only fueled customer frustration. “They need to do pre-orders or be upfront about stock,” one disappointed buyer wrote on X.

A Brand at a Crossroads

The apricot spread fiasco is not an isolated incident but part of a broader pattern of challenges for As Ever. Since its debut in April 2025, the brand has faced criticism for its high prices, inconsistent quality, and over-the-top packaging. The raspberry spread, flower sprinkles, and wildflower honey sold out quickly but drew mixed reviews, with some calling them “luxe” and others “overpriced”. A typo in the brand’s Instagram handle (@aseveroffical instead of @aseverofficial) and skepticism over “too perfect” social media posts, like a mud-free vegetable basket, have added to the perception of a brand struggling to find its footing.

Meghan has defended As Ever as a labor of love, emphasizing its roots in her home kitchen and her desire to share “joy, love, and whimsy”. In a video addressing the sell-out, she expressed gratitude to fans, saying, “We spent so much time making sure we had more inventory”. Yet, the apricot spread’s chaotic launch has raised questions about whether the brand can scale to meet demand without sacrificing its artisanal allure. “The rapid sell-outs suggest As Ever is either struggling to manage its logistics or deliberately creating scarcity,” the Daily Beast noted, warning that further missteps could “dent the brand’s image”.

Can Meghan Recover?

As Meghan prepares to launch a Napa Valley rosé wine on July 1, 2025, the stakes are higher than ever. Described as a “bespoke blend” with “soft notes of stone fruit,” the wine is poised to be a make-or-break moment for As Ever. A successful launch could silence critics and solidify Meghan’s status as a lifestyle mogul, but another misfire risks cementing the brand’s reputation for chaos. “If the wine vanishes in minutes or triggers complaints about unfulfilled orders, it may raise broader questions about whether As Ever will ever be ready for the commercial scale its popularity demands,” one analyst warned.

For now, the apricot spread debacle serves as a cautionary tale of ambition outpacing execution. Meghan’s vision of a brand that “mimics the magic of Montecito” has been undermined by sloppy marketing, questionable quality, and logistical failures. Social media, once a tool for building her fanbase, has become a double-edged sword, amplifying every misstep. “Meghan must really think people are stupid,” one X user wrote, summing up the growing skepticism.

Yet, Meghan’s resilience should not be underestimated. Her ability to weather criticism, from royal controversies to podcast cancellations, suggests she may yet turn As Ever around. By addressing logistical issues, refining her marketing, and delivering on quality, she could reclaim the narrative. For now, though, the apricot spread stands as a sticky reminder that even the most glamorous brands can crumble under the weight of their own hype. As one critic put it, “It’s not just jam—it’s a mess.”