The discussion centers around claims regarding approximately $21.8 million worth of unsold “As Ever” inventory reportedly stored in a warehouse, along with explanations and contradictions surrounding its purpose and future distribution plans.
According to sources cited in early 2026, the large volume of stock was said to be connected to international expansion plans linked to Meghan Markle’s lifestyle brand. However, this explanation has been challenged following comments by royal commentator Lady Colin Campbell, who raised concerns about the practicality of exporting such products globally.
She explained that food items such as jams, honey, spreads, and similar goods cannot simply be shipped internationally under a single approval. Instead, each country enforces its own strict food safety, labeling, and import regulations. For example, Australia requires detailed compliance checks through its biosecurity import system, including separate approval for each product category.
Similarly, other markets impose different requirements: the European Union demands novel food assessments, Japan requires radiation and safety certification, and South Korea mandates language-specific labeling. This means that each export destination requires a separate regulatory approval process rather than a simple extension of an existing product line.
In practical terms, this makes international distribution far more complex. Products manufactured for the U.S. market cannot be immediately sold abroad without undergoing extensive re-certification, reformulation checks, and compliance updates for each region.
Around eight weeks after the initial claim of international expansion, reports shifted. A brand spokesperson later clarified that no final decisions had been made regarding global expansion, describing earlier claims as speculation rather than confirmed plans. This change raised questions about consistency between the original explanation and later statements.
During this period, attention also turned to trademark filings in Australia, reportedly submitted in 2024 and approved in 2025. These filings covered multiple categories, including skincare, clothing, homeware, jewelry, podcasts, and lifestyle products. However, it is important to note that trademark registration does not grant permission to sell regulated food products in a foreign market—it only protects brand identity.
Food export approval requires separate certification under each country’s import laws, meaning ownership of a trademark does not automatically translate into market readiness for consumable goods like jam.
The situation has also been linked to broader financial and operational concerns. Reports suggest that large-scale warehousing costs, combined with unsold perishable inventory, create ongoing financial pressure. As products remain unsold, storage costs increase while shelf life decreases, potentially leading to future losses through disposal or discounting.
There have also been claims—reported in media commentary—that Prince Harry is privately concerned about rising operational costs tied to the brand’s expansion ambitions. These include regulatory expenses, distribution logistics, and international compliance requirements.
At the same time, attention has been drawn to earlier public statements from media partners suggesting strong sales performance, with claims that products were “selling out quickly.” However, these statements appear difficult to reconcile with later reports of large unsold stock quantities.
Further commentary has also highlighted the evolution of branding strategy, including the use of family-oriented content in promotional material. Critics suggest this may indicate a shift in marketing approach as the brand explores new ways to engage audiences and support product visibility.
Ultimately, the situation reflects a complex intersection of branding, regulatory limitations, and commercial execution challenges. While international expansion remains a stated ambition, the practical requirements for food product distribution across global markets remain significant and highly regulated.
The key question raised by observers is not just about inventory levels, but whether the infrastructure, compliance readiness, and market strategy are aligned with the scale of expansion being discussed.
