On June 20, Meghan Markle's As Ever brand launched its second product drop, featuring a new apricot spread and orange blossom honey, alongside popular items like teas and flower sprinkles.
Within an hour, the entire collection vanished from shelves, echoing the frenzy of the initial release on April 2. A jubilant message on As Ever's Instagram read, "Cheers, dears! Wishing you a wonderful weekend! You’ve certainly made ours wonderful. We sold out…again!"
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Markle, 43, celebrated the news by reposting the announcement on her personal Instagram with a cheerful "Sip sip hooray!" accompanied by a sun emoji. Earlier that day, she had urged potential buyers to act quickly in a video shared on her Instagram Stories.
"We spent so much time making sure we had so much more inventory, that’s why we took the time, and you guys are doing it again," she remarked. "We’re nearly sold out on everything, and I can’t believe it." Even the flower sprinkles, which were restocked in larger quantities, were close to selling out.
For those who missed out, another opportunity is on the horizon. Alongside the recent product launch, Markle announced her brand's first foray into alcoholic beverages: a rosé wine from Napa Valley set to debut on July 1 at 8 a.m. PT/11 a.m. ET.
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The wine promises "soft notes of stone fruit, gentle minerality and a lasting finish," perfectly timed for summer gatherings. The apricot spread, priced at $9 for a standard jar or $14 for keepsake packaging, is described as balancing delicate sweetness with brightness.
“Spoon it over yogurt, swipe it onto toast or nestle it into a cake,” the product description suggests. The keepsake packaging is designed to enhance any kitchen aesthetic with its signature glass jar and brushed gold lid.
The orange blossom honey, available for $28, features a "beautiful golden hue" with floral notes and subtle citrus undertones. Other items that flew off the virtual shelves included herbal hibiscus tea ($12), herbal lemon ginger tea ($12), herbal peppermint tea ($12), crepe baking mix ($14), shortbread cookie mix ($14), and flower sprinkles ($15).
As Ever continues to captivate consumers with its unique offerings and rapid sellouts, leaving fans eagerly anticipating what’s next from Markle’s brand.
