Meghan Markle’s lifestyle brand As Ever is set to unveil its latest product this afternoon, with a launch scheduled for 5pm UK time.
The Duchess of Sussex shared a teaser on the brand’s Instagram account, displaying an image of a blank journal accompanied by a black leather bookmark bearing the gold-lettered phrase “Fell asleep” – an item already available in the As Ever collection.
The accompanying caption read: “For the chapters you want to savor most… 1.13.26.”
This marks the first new offering from the brand in 2026, as As Ever prepares to mark its inaugural anniversary in April.
Meghan Markle returns to work in 2026 as Duchess of Sussex teases new launch
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GETTY
The product announcement follows revelations about the brand’s apparent commercial success after a website glitch exposed stock figures.
Internet users discovered they could determine precise inventory levels by attempting to add unusually large quantities to their online baskets, prompting the site to display maximum available stock.
Sources have indicated that the Signature Fruit Spread Box, priced at £31, initially had one million jars ordered, with approximately 137,465 remaining, suggesting around 862,535 units have been purchased.
“I think it’s fair to say business isn’t just successful, it’s flying off the shelf,” one source told The Sun, noting the single product line alone would have generated roughly £26.7million in revenue.
The Reddit user InfiniteSky55 first identified the vulnerability after attempting to add 200,000 of each item to their basket.
Screenshots allegedly captured from the site revealed substantial inventory figures: more than 220,000 jars of spread, 30,000 jars of honey, nearly 90,000 candles, over 110,000 jars of tea, and 80,000 jars of edible flower sprinkles.
The wine collection showed similar numbers, with approximately 70,000 bottles unsold, comprising nearly 7,000 Brut, 46,000 Sauvignon Blanc, and close to 24,000 Rosé.
As Ever swiftly addressed the issue, implementing purchase limits of 50 spread gift boxes and 20 wine bottles per customer.
As Ever rosé wine is ‘inspired by a Provençal-style’ and ‘harvested in the stunning wine country of Napa Valley’ | AS EVER
An As Ever photograph of bowls of strawberries, blueberries and raspberries – a clear nod to Meghan’s famous jam sold by the lifestyle company
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INSTAGRAM: AS EVER
Customers who now attempt to add excessive quantities receive an error message directing them to contact support for bulk enquiries.
The brand has not issued any comment regarding the technical vulnerability.
As Ever, which describes itself as offering “small-batch spreads, honeys and pantry favourites for everyday moments worth savouring,” approaches its first year of trading with apparent strong momentum.
Meanwhile, the duchess is reportedly considering her first visit to Britain in four years this summer, potentially attending an Invictus Games countdown event in Birmingham on July 10.
However, the prospect depends on security arrangements being finalised for her and Prince Harry.
