Meghan Markle’s As Ever faces $5 million profit risk

A new report claims Meghan Markle’s As Ever took a major inventory gamble after an explosive launch—now leaving hundreds of thousands of units potentially stuck on shelves with limited shelf life, and one product type alone could cost about $5 million in lost

For Meghan Markle, As Ever didn’t just launch—it sprinted. Customers reportedly rushed in soon after the brand debuted. snapping up items that ranged from jams and teas to baking mixes and flower sprinkles. Those sellouts created buzz fast, and the early momentum appeared to push the company to think bigger—quickly.

But that bigger plan may be catching up.

A new weekend report published by DailyMail.com claims the Duchess of Sussex could be facing a serious financial headache if As Ever’s inventory doesn’t move in time. The report’s central concern is that. after those early sellouts. Meghan reportedly ramped up production on a much larger scale—shifting from “relatively modest inventory orders” to plans involving enormous quantities of products.

The downside, according to the report, is that retail can be unforgiving—especially when products have limited shelf life. The report says hundreds of thousands of units may still be sitting in inventory. With expiration dates on the calendar, it argues there’s a ticking clock attached to those items.

One part of the estimate is striking: the outlet suggests the jam inventory alone could represent as much as $5 million in lost profits, with other products potentially adding even more to that figure.

The report also points to a second pressure point: traffic to the As Ever website has allegedly cooled off “considerably” over the past several months. While the piece says visitor numbers fluctuate throughout the year. it describes an overall downward trend and frames it as a sign the initial launch frenzy may be settling.

That said. website traffic doesn’t always equal weak sales. and the report notes that official company figures have not been released publicly. Still. critics cited in the story treat the visit numbers as another possible indicator that excitement from the launch may not be sustaining at the same level.

Meghan’s camp is pushing back hard. A rep for Meghan strongly rejected the latest round of reports in a statement shared with Page Six on Saturday. The spokesperson said: “The problem with all of these repetitive Alison Boshoff Daily Mail ‘As ever’ doom stories are that they’re like Groundhog Day: the same prediction. the same unnamed sources. the same certainty. and somehow we’re still waiting for the apocalypse they promised in 2024.”.

The spokesperson’s point is also simple: As Ever is still young, and there’s time for new product launches, promotions, and partnerships to shift the conversation. In other words, the story may not be over just because the early numbers were eye-catching.

But if the DailyMail.com report is accurate, the next several months carry clear pressure. Moving a huge amount of inventory before expiration dates become an issue isn’t a small task—and the question that hangs over everything is whether As Ever’s customer base will keep returning in the same numbers needed to clear those shelves.

Meghan Markle As Ever Duchess of Sussex inventory profit loss $5 million jams and teas baking mixes flower sprinkles website traffic DailyMail.com Page Six