Meghan Markle’s As Ever Teases Upcoming Announcement With New Video Showcasing Coveted Jam

Meghan Markle is cooking up something new — literally.

“Save the date,” a video featuring a number of lit, tapered candles was captioned in Markle’s signature calligraphy on Friday, October 24, on both her official Instagram account as well as the account for her lifestyle brand, As Ever.

“October 28th…” the video showed, before the Duchess of Sussex shared another video showing what appeared to be the former royal smearing her coveted jam. Her brand’s name, As Ever, in her calligraphy and the same October 28 date also appeared in the video.

Meghan first teased an impending announcement on Thursday, October 26, when she shared a Reel via Instagram that featured her walking in a sun-dappled orchard. “As Ever…,” appeared over the video in white calligraphy, followed by, “Save the date, October 28th…”

Meghan launched the brand on April 2, after announcing her return to the lifestyle space in February.

“I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. ‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me,” she wrote via Instagram. “This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday.”

The site for the brand went live the same day Meghan’s series With Love, Meghan premiered on Netflix. “As Ever is more than a brand — it’s a love language. Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease,” read a note on the As Ever site at the time. “This curated collection has been crafted to elevate your every day and inspire moments of joy.”

After her brand’s official April launch, Meghan quickly sold out of the entire product line in under an hour. Her honey was especially popular, and sold out in less than five minutes.

As Ever offers several home and entertaining products, including raspberry jam, wildflower honey with honeycomb, crepe mix, flower sprinkles and shortbread cookies.

A press release issued by the company in April described the product line as “a glimpse into Meghan’s approach to elevated, everyday living and is inspired by her long-lasting love of cooking, entertaining, and hostessing with ease.”

The products were also available to purchase in all 50 states via the As Ever website.

While Meghan has not yet shared what the latest product will be, her jam is among the most popular that As Ever offers. She promoted the product by sending out early releases to Kris Jenner, Mindy Kaling and more.

During an appearance on As Ever, Kaling shared how much it meant to her to receive a jar of the jam — but admitted she wondered who else got one, too.

“As a very hierarchical person, I was like, who are these people?” Kaling, who received jar number 19 of 50, said on the show. “Does having a lower number make me more special?”

The product tease comes as Meghan has recently lost her 10th Head of Communications with the departure of Emily Robinson. ​​

“Ms. Robinson oversaw project-based work for a very successful season of With Love, Meghan and additional support for the production company,” a spokesperson for Meghan, 44, tells Us Weekly in a statement on Friday, October 24. “She did an excellent job and completed these projects with great success.”

Robinson joined Meghan’s team in June after previously working in publicity for Netflix. The Times of London and People reported that Robinson left of her own volition.

Two of Meghan’s previous communications pros have also been promoted to non-publicity roles for Meghan and her husband, Prince Harry.