Launch of As Ever Apricot Spread Draws Attention
On June 21, Meghan Markle, the Duchess of Sussex, launched a new apricot spread under her 'As Ever' brand. The product, described as having a 'smooth texture' and 'gentle tartness,' was marketed to pair with everything from toast to cheeseboards. Priced between $9 and $14 depending on packaging options, the spread sold out within hours of its release, showcasing significant consumer interest despite immediate backlash.
The rapid sell-out highlights the strong following and market appeal of Meghan's brand, which previously introduced a raspberry spread in April. However, the quick depletion of stock did not shield the product from professional critique, as industry experts weighed in almost as soon as it hit the virtual shelves.
Expert Slams Product Quality as 'Failed Jam'
Champion jam-maker Donna Collins delivered a scathing review of the apricot spread, labeling it a 'real disappointment' and a 'failed jam.' Collins criticized the product's consistency, calling it 'runny' and suggesting it falls short of industry standards for a proper jam. 'There's no excuse for this,' she stated, pointing to the use of pectin and conventional ingredients as a misstep for a premium product.
Collins further elaborated that in the jam-making community, a 'fruit spread' is often a term used for a product that didn't set correctly, implying a lack of skill or quality control. Her comments have sparked discussions about whether the 'As Ever' brand prioritizes branding over substance, despite its high demand.
Public Reaction and Brand Implications
While the apricot spread sold out rapidly, public sentiment on social media platforms like X shows a divide. Some users echoed Collins' criticism, questioning the product's quality based on visuals and descriptions, while others dismissed the negative feedback as publicity-seeking behavior from lesser-known critics. The controversy has nonetheless kept the 'As Ever' brand in the spotlight, fueling both support and skepticism.
The criticism from an established expert like Collins could pose challenges for Meghan's brand as it seeks to establish credibility in the competitive food market. However, the sell-out success indicates that consumer loyalty remains strong, potentially overshadowing professional critiques in the short term. As the 'As Ever' line continues to expand, balancing quality with market appeal will likely be a key focus for future releases.