Renowned jam expert Donna Collins has expressed strong criticism towards Meghan Markle’s “As Ever” apricot spread, which astonishingly sold out online within moments. Collins, who is the owner of The Jelly Queens, conveyed her disappointment, stating to the Daily Mail that it is disheartening to see Markle promoting a fruit spread that resembles something produced when a jam does not meet quality standards.
She elaborated, “In the jam industry, we refer to a product that failed to meet expectations as a ‘variety’. Even if the ingredients are top-notch, if a jam turns out too runny, I would simply slap a label on it and call it a variety. This is unacceptable; it needs to be of high quality.” Collins’ remarks highlight the importance of maintaining standards in the crafting of jams and spreads.
Collins further criticized Markle’s choice of using “conventionally grown apricots, which might have been treated with pesticides.” This raises concerns about the quality and sourcing of ingredients. She questioned, “Why is she incorporating pectin, a gelling agent, unless it’s because her spread turned out too runny? Most quality spreads do not require pectin.” The critique from the “MasterChef” alum underscores the scrutiny that comes with promoting food products.
Markle’s apricot spread was launched in two formats: a single jar priced at $9 and a commemorative packaging option at $14, both of which sold out within minutes, demonstrating the high demand for her product. However, this rapid sellout does not mitigate the concerns raised by industry insiders regarding its quality.
Despite the backlash, Collins suggested that Markle’s initial success could be attributed to the fact that she produced only a small batch of the spread. “I’m not sure who is behind the creation of her spread, but it’s clear that Markle herself isn’t involved in the process,” she alleged. “It seems like they genuinely lack expertise in this area.” This claim hints at the distinction between celebrity branding and actual product craftsmanship in the food industry.
Page Six has reached out to Collins and a representative for the “Suits” alum for comments but has yet to receive a response. The silence from both parties adds to the intrigue surrounding the product and its reception.
Markle, now 43, first unveiled her lifestyle brand in March 2024, hinting at the release of fresh jams the following month. At that time, the actress was reportedly gifting 50 jars of her product to close friends as presents, showcasing her initial approach to product marketing.
In April 2024, a source informed Page Six that Markle had dedicated over a year to developing her business venture, emphasizing that it encompassed all the elements that are dear to her heart. This commitment reflects her personal investment in her brand and the authenticity she aims to project to her audience.
In a surprising turn, Markle transitioned the jam into a ‘variety’ when the product launched in April 2025, a move that immediately led to another sellout. This shift in branding may have been a strategic decision to navigate the criticisms and expectations surrounding her product.
This year, Markle has faced additional scrutiny regarding her other projects, including the debut season of her Netflix series, “With Love, Meghan.” There has been significant attention on her endeavors, especially following the cancellation of her previous podcast series, “Archetypes,” in 2023, making her current ventures even more pivotal for her brand image.
