Shoppers trying to order Meghan Markle’s popular apricot spread from her lifestyle brand were met with technical errors, prompting the company to issue refunds and offer free replacements.
As Ever, the lifestyle brand launched by Meghan Markle refunded customers and promised complimentary replacements after a stock issue caused online orders of an apricot spread to fail shortly after purchase, News Nation reported.
The incident stems from a problem on the As Ever website, where buyers trying to order the newly released fruit spread entered payment information only to be hit with an unexpected 404 error. The glitch meant that some customers were charged but never received confirmation of their order or the product itself.
The spread, which gained attention after its appearance in Markle’s Netflix series, “With Love, Meghan,” had achieved a surge in demand, leading to the stock oversight. The apricot product is one of several items offered through the online lifestyle platform launched by Markle in recent months.
In response, the brand notified affected shoppers that they would receive their money back and that a replacement spread would be shipped out at no additional cost once the product is back in inventory. No official statement or direct quote was issued through a spokesperson or Markle herself regarding the mishap.
This was not the first time As Ever customers experienced ordering issues. Just weeks earlier, the site faced a similar technical error involving purchases of honey from the brand’s online store. That previous incident also led to consumer complaints and highlighted the need for improvements in online order processing.
Both website errors occurred during a period of merchant expansion for the As Ever line. The brand recently announced the launch of its wine offerings, including a rosé unveiled earlier in the same week as the apricot spread malfunction.
The recurring problems suggest the platform may be facing difficulties managing demand and digital fulfillment simultaneously. These kinds of technical challenges can be especially damaging for lifestyle brands built heavily around image and customer trust.
The apricot spread became a fan-favorite after viewers spotted it in Markle’s Netflix show, helping generate significant buzz online. Its high demand may have contributed to the stock mismanagement and the eventual glitch that interfered with transactions.
Many customers had anticipated the product release due to its association with Markle’s on-screen presence, an element that has helped elevate many of the brand’s offerings through subtle promotion. Marketing experts often refer to this type of product placement as a soft influence strategy, where visibility boosts perceived value.
The lifestyle platform, As Ever, has increasingly leaned into this promotional approach, threading products subtly through Markle’s media channels and appearances. The apricot spread was among the first food items to receive this kind of exposure following the show’s debut.
As Ever’s growth strategy appears to be outrunning the logistics needed to sustain it. The company has rapidly introduced new categories, including its latest rosé wine line, but repeated online order issues suggest potential strain within its digital infrastructure.
Even though the refund and future replacement offer was made quickly to restore faith with customers, repeated errors in a short timespan can have a long-term impact on brand perception. Analysts note that maintaining credibility is particularly vital for celebrity-led ventures, which often rely on personal branding over traditional advertising.
The company has not yet indicated whether it plans to overhaul its website or enhance its fulfillment systems following the recent setbacks. Moving forward, it will likely face increased scrutiny from both fans and critics monitoring the progress of its logistics operations.
Meghan Markle, who is 43, has not publicly commented on the website problems or the refund initiative. Her silence on the issue mirrors the approach taken during the honey order error earlier this year.
While the brand did act swiftly to resolve the matter for customers this time, critics argue that direct communication from Markle could help reassure loyal shoppers. In the celebrity-led lifestyle market, transparency can play a key role in managing public response to service issues.
At present, no timeline has been given for when the apricot spread will return to inventory. Customers who placed orders have been notified of their refund and told they will receive replacements automatically once supply stabilizes.
