Meghan and Netflix end partnership after reports it ‘held her jam brand back’
Meghan Markle and Netflix conclude partnership after concerns over brand progress
Meghan Markle’s collaboration with Netflix has concluded following claims she believed her jam brand was being restrained. The streaming platform had initially partnered with her venture, As ever, when it launched last year, offering a range of products beyond just preserves.
In addition to the brand, Meghan and Netflix co-produced two seasons of her lifestyle series, With Love, Meghan. However, performance metrics revealed earlier this year that the Duchess’s show—criticized by The Guardian as ‘toe-curlingly unlovable’—failed to reach the top 1,000 most-watched programs on the platform.
Specifically, the second season of With Love, Meghan ranked 1,124th in viewership between July and December 2025, accumulating two million views. Despite this, insiders told The Sun that Meghan, 44, felt relieved to regain full control of As ever, now aiming to expand it as a global entity after worrying it was being held back by Netflix’s cautious approach.
“Meghan is still on good terms with the Netflix team and close personal friends with Ted (Sarandos, Netflix CEO), so hasn’t wanted to upset him, but is very happy to have full control of the company.” – Statement from insiders
A spokesperson for As ever noted: “As ever is grateful for Netflix’s partnership during its launch and first year. We have experienced meaningful and rapid growth, and the brand is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
“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 independently, and we look forward to celebrating how she continues to bring joy to households around the world.” – Netflix’s statement
Meghan, formerly known for her role in Suits, and her husband, the Duke of Sussex, signed a contract reportedly valued over $100 million (£74m) with Netflix after stepping away from their royal duties in 2020. The agreement also included a first-look deal for film and television projects, which remains active, giving Netflix the initial rights to Harry and Meghan’s Archewell production company ventures.
The first season of With Love, Meghan premiered on Netflix in March 2025, aligning with the debut of As ever’s initial product line, which included raspberry jam priced at $14 (£10.44) per unit. Throughout the show, her products were consistently highlighted, reinforcing the brand’s presence.
Metro senior TV reporter Asyia Iftikhar praised the series, calling it the duo’s ‘strongest offering’ since their 2020 documentary. ‘The Netflix series is a natural next career move for the star who ran the successful lifestyle blog, The Tig, up until 2017 before she was forced to shut it down (alongside her social media presence) as the royal spotlight heated up,’ she observed. ‘In many ways, watching her effortlessly coast through easy at-home recipes and happy-go-lucky conversations with her guests, it feels like this is what she should have been doing all along,’ she added.
Among the other products on As ever’s website are honey and tea sets, jam sets, and a candle priced at $64 (£48). If you’ve got a celebrity story, video, or pictures, get in touch with the Metro.co.uk entertainment team by emailing us celebtips@metro.co.uk, calling 020 3615 2145, or visiting our Submit Stuff page—we’d love to hear from you.
