Meghan Markle will release new As Ever products this week. The lifestyle brand launch represents part of the growing celebrity brand market that has seen significant expansion in recent years.
The former Suits star launched the first items in her lifestyle range in April but the collection – which included jams, teas, and biscuits – sold out in just 45 minutes, and she has now revealed some “delicious surprises” are on the way, as well as some old favourites. This rapid sellout phenomenon has become increasingly common in celebrity product launches, creating intense demand among consumers.
“Oh yes, honey…sweet things await. Mark your calendars for June 20 at 8 a.m. PT – we’re bringing back your favorites, plus some delicious surprises you won’t want to miss!” the As Ever Instagram account shared a photo of pancakes topped with syrup and raspberries and was captioned. The strategic use of social media marketing has proven crucial for modern lifestyle brands, with visual storytelling driving consumer engagement.
Meghan reshared the post on her own Instagram Story. Social media platforms have become essential tools for celebrity entrepreneurs to connect directly with their audience and build brand loyalty.
“So much love has gone into this…and I can’t wait to share it with you this Friday, June 20th!” she captioned it. Personal branding experts note that authentic messaging resonates strongly with consumers, particularly in the premium lifestyle sector where emotional connection drives purchasing decisions.
Meghan – who has Prince Archie, six, and Princess Lilibet, four, with husband Prince Harry – teased on 4 June that As Ever products would be back on sale later this month. The royal couple’s extensive social media following provides significant marketing reach for their various ventures and charitable initiatives.
“To all who’ve been wondering and waiting, thank you! Your favorites are returning, plus a few NEW things we can’t wait to show you. Coming this month…get excited!(sic)” she announced on Instagram. Consumer psychology studies show that anticipation marketing can significantly increase sales compared to immediate availability strategies, building excitement and desire.
The announcement at the beginning of the month came after the 43-year-old royal had announced she had put As Ever on “pause” until it was “completely stable” and she had a strategy in place to scale up production. Supply chain management has become a critical challenge for new lifestyle brands, particularly those experiencing unexpected rapid growth.
“You can say, ‘Oh, I made this in my house’ … I’m going, ‘I just picked these strawberries, and it’s so great! Look, I just put a little bit of sugar and some Meyer lemon’, and you try to scale that up and you’re wanting to manage expectations, but you want to share the thing you’ve worked so hard on,” speaking to guest Tina Knowles on her Confessions of a Female Founder podcast, she said. The artisanal food market has experienced substantial growth as consumers increasingly seek authentic, small-batch products with personal stories behind them.
Meghan compared the launch to a “sneaker drop” and noted that while the “scarcity mentality at the beginning might be a hook for people”, she didn’t want to annoy shoppers. Limited release marketing strategies have proven effective across various industries, creating urgency while maintaining exclusivity that appeals to consumers.
“I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time,” she added. Consumer retention studies indicate that regular availability significantly increases brand loyalty compared to sporadic product releases, creating sustainable business relationships.
“So for me at the moment, with As Ever, it was great. We planned for a year and then everything sells out in 45 minutes,” she continued. The extensive development timeline reflects industry standards for premium food products, which typically require thorough testing and regulatory compliance processes.
“Yes, amazing – great news. Then what do you do? And then you say ‘OK, we planned as best as we could’. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?” she explained. Customer experience research shows that consistent availability ranks as a top factor in brand satisfaction for repeat purchases and long-term customer relationships.
“I’m looking at it saying ‘just pause’. That happened. Let’s wait until we are completely stable and we have everything we need,” she stated. Business analysts note that strategic pauses allow brands to build sustainable supply chains, with many successful lifestyle brands implementing similar approaches during periods of rapid expansion to ensure quality and customer satisfaction remain priorities.
