The source claimed ‘that no one really cared about the brand’

Netflix were believed to be “not happy” with Meghan Markle’s As Ever brand before the streaming giant and the Duchess of Sussex cut ties.

The Netflix source explained that Meghan’s business “didn’t fit” and their viewership showed “no appetite” for it.

“Netflix were not happy. They were not happy with the fact that no one really cared about the brand – so when they were looking to create As Ever areas in Netflix House there was no appetite for it.

“It just didn’t fit with Squid Game or Stranger Things or Bridgerton like they had hoped,” the source told the Mail.

A source said Netflix ‘were not happy with the fact that no one really cared about the brand’

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Netflix released a statement following the split, saying: “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life.

“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”

Meghan has taken full control of As Ever as she looks to grow her brand, which launched coincidentally with her Netflix show, With Love, Meghan.

The 44-year-old was dealt a blow after it was revealed the show would not receive new episodes after two series and a festive special.

The source explained that Meghan’s brand and Netflix just ‘didn’t fit’

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A separate source previously said that the duchess is on “good terms” with the streaming giant.

The source told the Sun: “Meghan is still on good terms with the Netflix team and close personal friends with Ted (Sarandos), so hasn’t wanted to upset him, but is very happy to have full control of the company.

“It’s a good time for Meghan to have complete control, given recent successes.

“Netflix have been a good partner, but she’s wanted to go global with the brand for some time, but has been held back by the more cautious Netflix team.”

A separate source said: ‘Netflix have been a good partner, but she’s wanted to go global with the brand’

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A spokesman for As Ever told GB News: “As ever is grateful for Netflix’s partnership through launch and our first year.

“We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”

In its year of operation, sources believe that the lifestyle brand has a long-term future given its current success.

Her product range encompasses jams, baking kits, tea, wine, candles and edible flower sprinkles.

Plans are believed to be in the works to sell As Ever products worldwide | GETTY

A source connected to As Ever told the Express: “It’s still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way.

“We remain focused on growing the brand carefully and sustainably, while listening closely to the community that has shown such enthusiasm for it.”

The venture has acknowledged experiencing initial difficulties during its early development phase.

At the start of the year, a technical mishap on As Ever’s website inadvertently exposed inventory figures to shoppers browsing the online store.

GB News has contacted the duchess for comment.