Expert Dismantles Meghan Markle’s As Ever Apricot Spread: A Sticky Situation
Fantastic—yet another Hollywood side project falls flat. Meghan Markle’s As Ever apricot spread just landed in the crosshairs of jam aficionado Donna Collins, and trust me, you’re not going to sugarcoat this failure. Collins, who’s spent decades tinkering in her test kitchen and judging preserves for Britain’s Royal Horticultural Society, didn’t pull any punches when she sampled the duchess’s debut flavor, telling the New York Post, “There’s no excuse for this.”
Look, I don’t want to be the Grumpy Guru who nitpicks celebrity branding attempts, but here we are. Collins describes the texture as “gummy,” the flavor “cloying,” and the fruit ratio “miserably low.” She even flagged a hint of artificial sweetness that allegedly masks the apricot’s natural tang. According to People Magazine, Meghan touted As Ever as a marriage of simplicity and high-quality ingredients, but the expert’s knife-sharp critique suggests the reality tastes more like disappointment on toast.
Florida-based nutritionist Lisa Morales weighed in for the Daily Mail, pointing out that As Ever’s ingredient list hides “excess cane sugar” and “stabilizers,” which Collins says are the reason the spread never hits that fresh-picked note. Morales notes, “A true artisanal jam lets the fruit shine; this one hides behind additives.” In Meghan’s launch video, she praises small-batch craftsmanship and farm-sourced produce, but Collins’s verdict implies the end product never left the factory line with any of that rustic charm intact.
Dig into public filings and social media chatter, and you’ll find As Ever flew off shelves before criticism kicked in—likely thanks to Meghan’s A-list draw. But when the initial buzz faded, online reviews echoed Collins’s disdain: too saccharine, not enough depth, and a texture that “sticks to the roof of your mouth.” Even Instagram influencers who bagged early PR samples have quietly dropped it from their breakfast spreads.
I told you so. When celebrity equals quality, we generally end up with fancy packaging and an empty promise. Meghan’s mission to “celebrate seasons” through jam felt noble on paper, but customer feedback and Collins’s savage tasting notes suggest the brand didn’t quite harvest its own hype.
So, what’s next for As Ever? A reformulation? A discount bin? Or maybe just a quick pivot to cough syrup. Did anyone expect a different outcome? No? Thought so. And that, dear reader, is why we can’t have nice things.
Sources: Celebrity Storm and New York Post, People Magazine, Daily Mail
Attribution: Creative Commons Licensed
