Chrissy Teigen, the beloved wife of singer John Legend, has ignited a storm of controversy with her glowing praise for Meghan Markle’s latest venture: a jar of strawberry jam from the Duchess of Sussex’s new lifestyle brand, American Riviera Orchard. What began as a seemingly innocent culinary endorsement has spiraled into a heated debate, drawing ire from royal watchers, social media users, and even former palace staff, reigniting old tensions and raising eyebrows over the ethics of celebrity endorsements.

Teigen, a cookbook author and television personality with a massive following, took to Instagram on April 24, 2024, to share a video of herself preparing a gourmet grilled cheese sandwich using Meghan’s limited-edition strawberry jam. Set to the upbeat tune of Bob Marley’s “Jamming,” the clip showcased Teigen spreading the jam on rustic bread, layering it with triple cream brie and thick-cut bacon, and grilling it to perfection. Her caption gushed, “We jammin!! This might have been one of the best bites we’ve had all year—all we used is some rustic bread, salted butter, triple cream brie, thick cut bacon and some @americanrivieraorchard jam! Took about 8 mins total and made us happy for the entire weekend.” John Legend himself chimed in with a comment, calling it “a perfect bite,” adding a touch of celebrity approval to the already buzzing post.

The jam, part of an exclusive batch of just 50 jars, was gifted to a select group of Hollywood elites, including Kris Jenner, Mindy Kaling, and Tracee Ellis Ross, as part of Meghan’s soft launch for American Riviera Orchard. Each jar, numbered and accompanied by a handwritten note in Meghan’s signature calligraphy, was intended to generate buzz for the brand. Teigen’s jar, marked number 20, quickly became a focal point of her video, where her daughter Luna was even seen licking the jam off a spatula, further personalizing the family’s endorsement.

However, the praise has not been universally welcomed. The timing of Teigen’s post coincided with a resurgence of Meghan’s past bullying allegations, first reported by The Times U.K. in 2021. The allegations, which claimed Meghan mistreated royal aides during her time as a working member of the royal family, were never fully resolved publicly after Buckingham Palace conducted an internal investigation. Critics seized on Teigen’s endorsement as an opportunity to revisit these claims, with some suggesting it was a calculated move by Meghan to rehabilitate her image through high-profile friendships. Social media erupted with comments like, “Meghan Marble and Chrissy Teigen are the 2 biggest bullies on D-list fame! Happy to see them teaming up!” and “It’s a jar of jam, not a Nobel Prize—stop the shameless promo!”

Adding fuel to the fire, Teigen’s own history of a 2021 cyberbullying scandal—where she apologized for sending harsh messages to teen personality Courtney Stodden—has been dragged back into the spotlight. Detractors argue that her endorsement of Meghan’s jam feels hypocritical, given her past advocacy against online harassment, a cause Meghan has also championed. One user wrote, “Chrissy preaching kindness while shilling for a ‘bully’—the irony is rich,” while another demanded, “Return the jam and stay out of this mess!”

The controversy deepened when reports surfaced that the jam’s exclusivity might mask a more troubling narrative. Sources close to the royal family hinted that the limited release could be a publicity stunt to overshadow Buckingham Palace’s own strawberry preserve promotion, which occurred around the same time. The palace’s Instagram post, showcasing their “finest berries” in a glamorous reel, was seen by some as a subtle jab at Meghan’s venture, sparking a jam war that has divided fans. Comments on the palace’s post ranged from “Very tacky, low blow” to “Why buy an imposter when you can have the real royal strawberry jam!”—a feud that has only amplified the outrage surrounding Teigen’s involvement.

Teigen’s decision to keep the jam “in her fridge forever” rather than use it again, as she later admitted in an interview, has also raised questions. Some interpret it as a sign of guilt or an attempt to preserve a rare gift, while others see it as a snub to Meghan’s brand, suggesting the sandwich might not have been as delightful as advertised. This ambiguity has fueled speculation that the endorsement was less about taste and more about aligning with a controversial figure to boost her own visibility.

Meghan’s camp has remained silent on the backlash, but the incident has reignited discussions about her transition from royalty to influencer. With American Riviera Orchard’s trademark applications hinting at a wide range of products—from spreads to home décor—the jam controversy could either propel the brand forward or tarnish its debut. Meanwhile, Teigen’s fans defend her, arguing that enjoying a friend’s product is harmless, with one writing, “Let her eat her sandwich in peace—she’s not the villain here!”

As of July 5, 2025, the debate shows no sign of cooling. The intersection of celebrity culture, royal drama, and culinary critique has created a perfect storm, leaving many to wonder whether Teigen’s jam endorsement was a delicious misstep or a deliberate provocation. One thing is clear: this isn’t just about a jar of strawberry spread—it’s a battleground for loyalty, reputation, and the power of influence in the digital age.