Meghan Markle’s lifestyle brand, As Ever, is set to enter the UK market for the first time, but its expansion will initially leave out some of the products most closely associated with the range.

Right-wing reports agree that Britain will be As Ever’s first market outside the United States. They describe the move as a broader commercial step for a brand launched in 2025, rather than a full transfer of its existing catalogue. Tea priced at £11, scented candles at £50 and limited-edition £15 bookmarks are among the items expected to be sold in the UK.¹

The principal constraint, according to the coverage, is regulation. One report says Meghan’s fruit spreads—including strawberry, orange marmalade and raspberry varieties—cannot be sold in Britain at launch because of food import and export rules.¹ Another similarly reports that the jam and spread line faces delays, while flower sprinkles will also not be part of the initial UK selection.²

The accounts differ in emphasis. One frames the absence of spreads as a significant obstacle after a difficult early period that included a rejected trademark application for the brand’s former American Riviera Orchard name. It also notes that products have continued to sell out quickly despite criticism of their prices.¹ The other places the launch in a conventional growth strategy, citing an industry source’s view that “Any consumer business would want to grow into as many markets as possible.”²

Both reports note that trademark issues have been part of the brand’s path to Britain. The second says the UK Intellectual Property Office initially raised concerns that elements of the retail application lacked sufficient clarity, before the company later secured protection for many goods in the original application.²

For now, the UK launch appears to offer a smaller, non-food-led version of As Ever’s US range—testing overseas demand while the status of its spreads and other food products remains unresolved.