Meghan Markle is taking her lifestyle brand to the next level with a fresh name and a new lineup of products.
The Duchess of Sussex recently rebranded her venture as ‘As Ever’ after facing trademark issues with her original name, American Riviera Orchard.
Now, trademark filings reveal she’s preparing to sell biscuit and pancake mixes, setting the stage for competition with established brands like Betty Crocker and Dr. Oetker.
A Name Change and New Business Direction
Meghan first introduced her brand as American Riviera Orchard, inspired by her Santa Barbara neighborhood.
However, U.S. officials informed her that geographical names couldn’t be trademarked, leading her to rethink her branding strategy.
On February 18, she confirmed the transition to ‘As Ever’ in a video posted on Instagram, where she also revealed that Netflix is not only streaming her upcoming show, With Love, Meghan, but is also a business partner in her venture.
Expanding the Product Line
According to documents filed with the U.S. Patent and Trademark Office, Meghan is looking to sell a variety of baking goods, including cookie, biscuit, and crepe mixes.
These products fall under international trademark class 30, a category reserved for food items.
The filings were made by ‘2022 Trademarks LLC,’ a company established by her representatives.
This marks a significant expansion from her previous soft launch, where she gifted 50 jars of homemade jam to close friends.
A Personal Touch to the Brand
In her Instagram video, Meghan playfully acknowledged her love for jam, saying, “Of course there will be fruit preserves—I think we’re all clear at this point that jam is my jam.”
She also hinted at a broader range of products she enjoys using at home, promising to share them with the world.
The video featured a candid moment with Prince Harry, who could be heard saying, “It’s recording,” before Meghan excitedly introduced both her business and upcoming Netflix series.
The Journey to ‘As Ever’
Interestingly, ‘As Ever’ was not a new idea.
Meghan initially applied for the trademark in October 2022 before pivoting to American Riviera Orchard.
However, after facing trademark obstacles, she refiled for ‘As Ever’ in September 2023.
The brand is expected to offer more than just food products, including downloadable and printed recipe books, tableware, textiles, and more.
Meghan’s Return to Her Passion
Longtime followers of Meghan will recognize this as a return to her roots.
Before marrying Prince Harry, she ran The Tig, a lifestyle blog where she shared insights on cooking, travel, fashion, and social issues.
In her rebranding announcement, Meghan reflected on her past, stating, “If you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking, crafting, and gardening. This is what I do.”
Legal Hurdles and Trademark Battles
While Meghan has successfully relaunched her brand, it hasn’t been without challenges.
Mark Kolski, the owner of a New York-based vintage clothing studio also called ‘As Ever NYC,’ initially considered legal action against Meghan’s trademark but later decided against it, stating there was no real battle between their brands.
Meanwhile, Meghan is also facing criticism from the Spanish village of Porreres in Mallorca, which claims her ‘As Ever’ logo resembles their traditional coat of arms, dating back to 1370.
Her design features a palm tree with two hummingbirds, a symbol Prince Harry associates with his late grandmother, Queen Elizabeth II.
However, the village’s emblem also includes a palm tree and two birds, sparking concerns over intellectual property rights.
Setbacks in Clothing Sales
Another hurdle for Meghan’s brand came when her trademark application for clothing items was partially rejected.
The U.S. Patent and Trademark Office ruled that ‘As Ever’ was too similar to the name of Chinese fast fashion brand ASEVER, barring her from selling apparel under the label.
Documents revealed that Meghan had initially sought permission to sell aprons, clothing, and even dog biscuits, but the ruling forced a pivot in her product offerings.
A New Chapter for the Sussexes
Since stepping down as senior working royals in 2020, Meghan and Harry have built a new life in Montecito, California.
Their business ventures and media projects have allowed them to carve out their own path in the entertainment and lifestyle industry.
With With Love, Meghan premiering on Netflix on March 4—after being delayed due to the California wildfires—the Duchess seems poised to further establish herself as a businesswoman and media personality.
What’s Next for ‘As Ever’?
With the new brand officially launched and products in the works, Meghan’s next steps will be crucial in determining whether ‘As Ever’ becomes a major player in the lifestyle market.
Fans and critics alike will be watching closely as she navigates these new business ventures.
Will her brand succeed in the crowded food and lifestyle space? Time will tell.