Meghan Markle announced the first launch of her Valentine’s Day Collection for her As ever lifestyle brand on Jan. 27, 2025. The Instagram post revealed strawberry and raspberry-flavored fruit spreads, packaged in a box with a red ribbon and accompanied by a video of hands unwrapping the product.
At a Glance
- Meghan Markle unveils As ever’s Valentine’s Day fruit spreads on Jan. 27, 2025.
- The collection includes strawberry and raspberry flavors, presented in a red-ribboned box.
- A teaser video on Jan. 26, 2025 hinted at the launch with a “Press for Jam” graphic.
- Markle previously celebrated Valentine’s Day in 2024 with a themed breakfast shared on Instagram.
- Why it matters: The launch marks the brand’s first seasonal product line, expanding its reach beyond its original jam offerings.
Valentine’s Day Collection Launch
The Instagram video showed the spread being unwrapped, with a caption that read, “Thoughtfully made for sharing, gifting and slow mornings at home with loved ones.” The product line includes:
- Strawberry fruit spread
- Raspberry fruit spread
Both flavors are available in jars that echo the brand’s signature aesthetic.
Earlier Valentine’s Day Moments
Last year, Markle posted a video of a Valentine’s Day-themed breakfast with her children, Prince Archie and Princess Lilibet. Set to “L-O-V-E” by Nat King Cole, the clip showed her slicing strawberries into heart shapes and arranging them on a red bagel with pink spread. The video also featured red and pink decorations around the house.
During the 2025 holiday, Markle was away from Prince Harry, who was in Canada for the Invictus Games’ first winter edition. She posted a black-and-white photo of the couple sharing a kiss as a tribute to him.
Product Line History
Before rebranding to As ever, Markle had previously gifted jars of limited-edition strawberry jam featuring the American Riviera Orchard logo to celebrities such as Mindy Kaling, Chrissy Teigen, and Kris Jenner in 2024.
Meghan has also shared videos of making fruit spread in her kitchen, highlighting the brand’s “adventure” ethos.
Sneak Peek Teaser
On Jan. 26, 2025, the As ever Instagram account posted a carousel of eight images. The first image showed a hand removing a strawberry from a silver platter with the brand’s signature jam, white roses, and a croissant. The caption read:
> “Tomorrow, we revisit something sweet. One flavor worth the wait. Another worth returning for.”
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The carousel also featured a black-and-white shot of Markle laughing while holding a bouquet of balloons, a gold button that said “Press for Jam,” and close-up shots of the brand’s logo on an envelope seal and a red rose.
An Instagram Story from that day displayed a text overlay: “Tue, 27 Jan, 09:00 PT.” The message hinted at the launch time.
About As ever
Markle launched As ever in March 2025 as a curated line of shelf-stable food products, including jams, teas, cookie mix, and flower sprinkles. Since then, the brand has expanded to include wines, candles, and a leather bookmark.
In a March 2025 interview, Markle reflected on founding the brand:
> “I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great.”
Key Takeaways
- The Valentine’s Day Collection marks the first seasonal launch for As ever.
- The collection features strawberry and raspberry fruit spreads in a red-ribboned box.
- Markle’s 2024 Valentine’s Day breakfast video and 2025 holiday tribute highlight her personal connection to the holiday.
- The brand’s history includes limited-edition jam gifts to celebrities and a focus on adventurous cooking.
- As ever’s expansion beyond jams demonstrates a broader lifestyle strategy.
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