Sourdoughs and Criticism: Jam Expert Slams Meghan Markle’s Apricot Spread

Donna Collins, a renowned jam specialist and owner of The Jelly Queens, has criticized Meghan Markle’s recently launched “As Ever” apricot spread, which quickly sold out online. Collins expressed disappointment, suggesting the product’s consistency indicates it might be a failed jam repackaged as a spread.

“In the jam industry, a ‘spread’ often refers to a product that didn’t quite succeed as a proper jam,” Collins explained. “Even with quality ingredients, if a jam is too runny, it’s often labeled as a spread — but it should be perfect. This just isn’t the case here.”

Furthermore, Collins pointed out that Markle’s choice of ingredients, such as whether to use pesticides on the apricots or additives like pectin, raises questions about the product’s authenticity and quality. “Most spreads don’t require pectin unless the jam is too runny — which makes me wonder if this is a sign of the product’s inconsistency,” she added.

Despite the criticisms, the apricot spread was launched in a standard jar retailing for $9 and a keepsake pack for $14, selling out within minutes. Collins suggested that Markle’s decision to produce a small batch might have contributed to the product’s success, but she doubts Markle herself was involved in the manufacturing process.

Markle first announced her lifestyle company in March 2024, teasing the sale of fresh jam the following month. The actress initially sent out sample jars to friends and indicated that her business focused on products “close to her heart.”

In April 2025, Markle rebranded the product as a spread, which subsequently sold out immediately. Since then, she has faced ongoing criticism regarding her various ventures, including her Netflix series, “With Love, Meghan,” and her canceled “Confessions of a Female Founder” podcast.