Renowned jam expert Donna Collins has made headlines by harshly criticizing Meghan Markle’s new product, the “As Ever” apricot spread, which experienced a rapid sell-out online. This unexpected popularity has not escaped scrutiny, particularly from industry professionals like Collins.
Collins expressed her dissatisfaction, stating, “It’s genuinely disappointing that Meghan is marketing a fruit spread, which typically results from a failed jam attempt,” as reported by the Daily Mail. Her comments reflect a broader concern within the jam industry about quality and authenticity.
In the world of preserves, Collins noted that a “variety” denotes something that didn’t quite succeed. She elaborated, “Even with the finest ingredients, if a jam turns out too runny, we often label it as a variety. There’s simply no justification for a product that doesn’t meet quality standards. It must be exceptional.”
Further scrutinizing Markle’s product, Collins criticized her choice to use “conventionally grown apricots, which may have been treated with pesticides.” This raises concerns about the health implications of using such ingredients in a product marketed for its quality.
“Additionally, why include pectin, a common gelling agent, unless the spread was too runny? Most premium spreads typically do not require pectin,” the former MasterChef contestant remarked, questioning the overall formulation of Markle’s product.
The Duchess of Sussex launched her apricot spread on a Friday, offering it in personal jars for $9 and in special edition packaging for $14. The product astonishingly sold out within minutes, sparking curiosity about its sudden popularity.
Collins also suggested that Markle’s swift sell-out was likely due to her production of “only a small batch” of the spread, which often creates a sense of exclusivity and urgency among consumers.
“I’m unsure who is behind the production of her spread, but it’s evident that Meghan isn’t the mastermind. It appears that there’s a lack of expertise involved in the creation process,” Collins alleged, hinting at potential quality control issues.
Page Six has reached out to Collins and a representative for the “Suits” actress for comments but has yet to receive a response from either party.
Markle, aged 43, first introduced her lifestyle brand in March 2024, hinting that she would be releasing fresh jam the following month. Initially, she gifted 50 of the country jars to close friends as thoughtful presents.
By April 2024, a source informed Page Six that Markle had dedicated over a year to developing her business venture, emphasizing that it encompasses everything that is close to her heart, reflecting her passion for quality and wellness.
However, in April 2025, Markle transformed her jam into a variety upon product launch. The rebranding was immediate, and the product sold out swiftly, indicating strong consumer interest.
This year, the entrepreneur has encountered additional criticism surrounding her other ventures, including the premiere season of her new Netflix series, “With Love, Meghan.”
Moreover, she has launched the “Confessions of a Female Founder” podcast following the cancellation of her “Archetypes” series in 2023, which has also sparked discussions about her influence and business acumen in the industry.
