The journey of building the lifestyle brand As Ever continues to prove difficult for the Duchess of Sussex, as it remains firmly in the crosshairs of public criticism. In the latest development earlier this week, Meghan Markle’s plan to launch a new collaborative product failed to meet the warm reception she likely hoped for. Instead, the announcement sparked a fresh wave of backlash across social media platforms.

From Teaser Clip to Public Disappointment

On Monday evening, through the official Instagram account for As Ever, Meghan Markle shared a short video teasing a new collaborative project. The footage displayed a drink-making process where jam from the As Ever brand was poured into a glass filled with ice, followed by the addition of milk and matcha powder. Although the thumbnail of the reel revealed that the collaborator is Clevr Blends—a vegan coffee company with which Meghan has previously been associated as an advisor and investor—the content was quickly dismissed by netizens as a lacklustre creative move. While the caption, “A sweet collaboration is coming tomorrow,” was intended to be an enticing hook, it ultimately served as a trigger for consumers to voice their weariness.

Criticism from Netizens and Royal Observers

The wave of disapproval was not limited to negative comments from individual fans but extended to royal critique forums. Royal News Network, a page known for its consistently harsh stance toward the Sussex couple, did not hesitate to label this collaboration a failure. Writing on X, they bluntly assessed the situation: “This looks gross! It’s obviously some sort of matcha collaboration, and I can already guess how it’s going to work.”

These critics argue that Meghan is recycling a tactic that has failed multiple times, effectively forcing consumers to bundle existing products with new ones to gain access to a desired item. They pointed out what they perceive as a fundamental flaw in the Duchess’s strategic thinking: “It’s the same tired tactic that hasn’t worked because it requires you to buy a product you already have to get the new one that maybe you want. It’s such a flawed strategy that she’s been trying for months now with a minimal return.”

Stagnation and the Inventory Dilemma

Beyond criticizing product quality, industry observers are raising significant questions about Meghan Markle’s management of the business. They suggest that rather than attempting to prolong the shelf life of stagnant inventory through ineffective collaborations, the brand is in dire need of a drastic pivot. Critics argued: “The only way to salvage the brand is to liquidate inventory with massive discounts to raise money for new inventory or a new company direction.”

The severity of public sentiment was further reflected in the following view: “She’s more likely to cling to her stale inventory until it’s literally unsellable and she has to simply burn it rather than doing the smart thing. Terrible, horrible strategy.” Many followers echoed this sentiment, with one user sarcastically noting: “Omg so awful looking..you are right..same concept..new product and repeat with old product and hope the public doesn’t catch on.”

Addressing the perceived reason behind the Duchess’s refusal to change, one comment received widespread agreement: “Her ego won’t let her. That would be admitting failure, and she will never do that. Even when it’s completely obvious.”

As Clevr Blends—a brand celebrated for its probiotic and adaptogen-infused coffee products—is dragged into this whirlwind of controversy, the question of whether Meghan Markle can turn the tide remains a major uncertainty. Is this a strategic misstep, or part of a long-term plan that the public has yet to grasp? The silence from the Duchess’s camp in the face of such negative feedback only serves to make the narrative surrounding As Ever more captivating than ever.