Meghan Markle had announced she has rebranded her lifestyle venture – and the alteration could allow the Duchess of Sussex to send produce across the globe for sales
Meghan Markle has made a last-minute application to sell dried biscuit and crêpe mixes under her new brand, it is reported.
The Duchess of Sussex is likely to focus her new venture on selling dried foodstuffs which can be packaged and sent across the globe. She made a late bid to be able to do so, it is understood, after announcing she had rebranded her lifestyle venture called As Ever.
But the move hit snags, including her ban on marketing clothing under As Ever due to its resemblance to a budget-friendly Chinese fashion retailer. She has now set her sights on food, including the pancake mixes in time for Shrove Tuesday next week.
It is also timely because Meghan’s latest – and widely understood to be final – Netflix show also drops next week. In With Love, Meghan, the former actress offers tips on how to entertain but it isn’t a cookery show, as first anticipated.
The new trademark filing, made twice under two different As Ever fonts, is for: “Mixes for bakery goods; Cookie mixes; Biscuit mixes; Crêpe mixes.” The Duchess launched her lifestyle brand under the name American Riviera Orchard (ARO) last year, distributing 50 jars of strawberry jam to her celebrity friends. She was refused a trademark for the brand last year after the US Patent and Trademark Office said geographical locations could not be patented.
But the company has been rebranded As Ever and, The Telegraph understands the switch will allow Meghan to return to her passions of “cooking and crafting and gardening” which she had not “been able to share with you for the past few years”.
With Love, Meghan, meanwhile, will run for eight episodes on Netflix. The series was supposed to begin on January 15 but Meghan, who lives with Harry in Montecito, California, felt it would have been insensitive to screen it days after the LA wildfires broke out. She said last month: “I’m thankful to my partners at Netflix for supporting me in delaying the launch, as we focus on the needs of those impacted by the wildfires in my home state.”
Mum-of-two Meghan “shares personal tips and tricks” in the programme, which is said to “barely mention” Prince Harry. His own Netflix show, which was called POLO, was panned in December.
