Meghan Markle’s As Ever Scone Promotion Raises New Questions About Her Brand Strategy

 

Meghan Markle’s As Ever brand is facing renewed criticism after a Memorial Day weekend post featuring scones, fruit spread, honey, and flower sprinkles sparked debate online.

The post was intended to promote Meghan’s lifestyle products, but many observers quickly focused on the timing. Just shortly before the post appeared, Prince William had spoken during a radio interview about the traditional British debate over scones, clotted cream, and jam.

That connection immediately led critics to accuse Meghan of copying royal themes once again.

For a brand trying to build its own identity, the comparison is not helpful. As Ever is supposed to represent Meghan’s personal world of hosting, food, and California-inspired living. Yet this latest promotion leaned heavily into a very British tradition.

That creates a branding problem.

Meghan is currently selling her products to an American audience, but the scone recipe reportedly used British-style measurements and a presentation that felt more suited to a UK audience than a Memorial Day weekend in the United States.

For many Americans, Memorial Day is associated with summer gatherings, barbecues, family cookouts, beaches, and outdoor meals. Scones with clotted cream and jam are not usually the first image people connect with the holiday.

This is why critics argue that the post felt less like a natural business idea and more like a reaction to Prince William’s public moment.

The bigger issue is not simply the recipe. It is the lack of brand evolution.

As Ever has struggled to clearly explain what problem it solves for customers. Is it a luxury pantry brand? A celebrity lifestyle brand? A royal-adjacent product line? A California hosting concept? The messaging still feels unclear.

A strong food brand usually shows customers how to use the product in practical, appealing, repeatable ways. Instead, Meghan’s promotions often appear focused on mood, image, and personal references.

Her recent video mentioning Harry, Archie, and Lilibet’s favorite spreads also drew criticism because it used family anecdotes to sell products while still maintaining strict privacy around the children.

That contradiction continues to follow Meghan’s brand. She wants privacy when it protects the family image, but family references still appear when they can support a product launch.

From a business perspective, this is risky. Customers may click out of curiosity, but curiosity alone does not create loyalty. People need quality, clarity, trust, and a reason to buy again.

The criticism around the scone post also points to a deeper concern: Meghan appears to be running the brand herself without strong strategic guidance. The visuals, audio, timing, and messaging have all been questioned by viewers who believe the content feels rushed and uneven.

For someone with global name recognition, the expectation is higher. Meghan has access to professional teams, media experience, and major platforms. When the final product looks amateur, the criticism becomes stronger.

As Ever still has attention, but attention is not the same as business success.

If Meghan wants the brand to grow, she needs more than royal echoes, family references, and lifestyle aesthetics. She needs a clear product purpose, stronger execution, and marketing that feels original rather than reactive.

Right now, the scone promotion has created exactly the kind of conversation Meghan may not want: not about how delicious the products are, but about whether the brand has run out of ideas.