Meghan Markle, the Duchess of Sussex, is venturing into the food industry with her newly rebranded lifestyle brand, As Ever.
After trademarking products like biscuit and pancake mixes, it’s clear that she is eager to share her passion for cooking and homemade goods with a wider audience.
The recent application to the U.S. Patent and Trademark Office revealed a variety of exciting food products under her brand, signaling a bold new direction for the duchess's entrepreneurial journey.
A fresh trademark application filed by Meghan's team with the US Patent and Trademark Office on February 18
On February 18, 2025, Markle revealed the name change from American Riviera Orchard to As Ever, after realizing that the former title limited her to locally produced goods.
"I thought 'American Riviera' sounded perfect for my neighborhood in Santa Barbara," Meghan shared in a video announcement. "But it restricted me to just products made here, and I wanted to expand further."
The transition from a regional focus to a more expansive product line shows her dedication to a global audience. In addition to the anticipated baking mixes like cookie, biscuit, and crepe mixes, As Ever will feature downloadable and printed recipe books, tableware, and even fruit preserves. It’s clear that the brand aims to cater to lovers of home-cooked meals, crafted with care and love.
From Jams to Pancakes: The New Offerings Under 'As Ever'
One of the most exciting aspects of As Ever's rebrand is its expansion into new product categories. The trademark application includes several products that reflect Meghan's passion for family-friendly meals.
Among these are the sought-after pancake and biscuit mixes—items that will bring the joy of homemade baking to families everywhere.
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This move to include more baking-centric products could be a strategic one for Markle, who has long been known for her love of cooking and crafting. "Jam is my jam," Meghan quipped in an Instagram video last year, referring to her initial foray into food products with a limited edition jar of strawberry jam.
"But there’s so many more things I love to make at home, and now I’m excited to share them with you."
Additionally, Meghan confirmed that Netflix isn’t just a partner in her upcoming show, With Love, Meghan, but also in her business venture. Their collaboration highlights the potential synergy between entertainment and lifestyle products in today’s celebrity-driven market.
Meghan's Journey with 'As Ever': A Partnership with Netflix and Legal Hurdles
The Duchess's journey with As Ever has not been without challenges. Initially launched under the name American Riviera Orchard, the brand faced complications when U.S. officials ruled that geographical locations, like Santa Barbara’s nickname "American Riviera", could not be trademarked.
This led to the rebranding to As Ever, a name that signifies consistency and longevity, something Meghan has aimed to convey through the new venture.
“As Ever essentially means as it's always been,” Meghan explained in a video. “I've always loved cooking, crafting, and gardening. Now, I can share that with you in a way I haven’t been able to for the past few years.”
Meghan with her daughter Lilibet in the cover photo for the website of her new brand As Ever
Fans of Meghan’s former lifestyle website, The Tig, will find this new venture reminiscent of her earlier days sharing her love of food and social issues.
However, not everything has gone smoothly. A 145-page rejection was issued by the U.S. Patent and Trademark Office in 2023 when As Ever’s application sought approval for clothing items. The office determined that the brand name was too similar to a Chinese fast-fashion brand, ASEVER. As a result, Markle was unable to sell clothing under the As Ever name but will continue to explore opportunities in food and lifestyle products.
Legal Challenges and International Concerns
Despite some hurdles, Meghan’s trademark application appears to be gaining traction.
However, not all legal matters are settled. As Ever's logo, which features a palm tree and two hummingbirds, has drawn the attention of the Spanish village of Porreres, Mallorca.
The village claims that the logo resembles their traditional coat of arms, dating back to 1370. This issue adds another layer of complexity to Meghan’s trademark pursuit, as international concerns and historical connections come into play.
Moreover, a potential legal battle with the owner of As Ever NYC, a vintage clothing brand, seemed to have cooled off.
Mark Kolski, the designer behind the label, had previously expressed concern about the name clash but has since confirmed that he will not be taking legal action. According to Kolski, there was no "battle" between him and the Duchess, and their respective teams have not been in contact.
What is a U.S. Patent?
A U.S. patent is a legal right granted by the United States government to an inventor or business for a new and useful invention, process, or design. It provides exclusive rights to the patent holder, allowing them to prevent others from making, using, selling, or distributing the patented item or process without permission. In exchange for this exclusive right, the inventor must publicly disclose the details of the invention, promoting further innovation.
Patents typically last for 20 years for utility patents (which cover inventions or functional improvements) and 15 years for design patents (which protect the appearance of an item). During this period, the inventor has the ability to license the patent or commercially exploit it, ensuring they can benefit financially from their innovation.
There are three main types of patents in the U.S.:
Once a patent expires, the invention enters the public domain, allowing anyone to use it freely. Patents help foster innovation while providing legal protections for creators.
What's Next for Meghan Markle’s 'As Ever' Brand?
With her sights set on bringing wholesome, high-quality products to her growing audience, Meghan’s business ventures are only just beginning.
As she reintroduces As Ever to the world, the duchess continues to build her legacy as a passionate entrepreneur and advocate for meaningful lifestyle choices.
Her partnership with Netflix will undoubtedly amplify her reach, but it remains to be seen whether her lifestyle brand can carve out a significant niche in the competitive marketplace.
Fans are eagerly awaiting the release of her Netflix series With Love, Meghan, which is set to launch on March 4, 2025, offering viewers a deeper look into her life and work. The series, along with her growing business ventures, will undoubtedly further solidify Meghan's position as a modern-day mogul.
Final Thoughts on Meghan Markle’s Expanding Business Horizon
As Meghan Markle navigates the complex world of branding and entrepreneurship, As Ever has the potential to become a household name.
With her focus on quality, homegrown products and a carefully curated brand image, she is poised to make an impact in the lifestyle market. Whether she’s sharing her passion for food, crafting, or gardening, Meghan is showing that As Ever is more than just a name—it’s a reflection of her true self, always evolving but staying true to what she loves.
As this new chapter unfolds, it will be fascinating to see how As Ever continues to grow and what exciting new products will hit the market next.
