EXCLUSIVE: Meghan Markle Facing $5 Million Loss in Jam Business As Ambitious Duchess' As Ever Brand Heads for Another Sticky Situation

Industry watchers fear the brand bet too big on early hype.

Meghan Markle’s lifestyle venture As Ever is facing a sticky mess as large quantities of its food products – including its famous jam – could remain unsold before their shelf lives expire.

The 44-year-old duchess launched her Goop-style business in 2025, positioning it as a premium lifestyle business offering jams, teas, baking mixes, flower sprinkles and wine.

Her brand initially enjoyed strong demand, with several product launches selling out within minutes.

Since then, however, analysts and industry observers have pointed to reports of declining website traffic and slowing sales, while Markle has continued to promote the business alongside public appearances, charitable engagements, and social media content featuring her husband Prince Harry, 41, and their children Archie, seven, and Lilibet, five.

A source familiar with the business told us: