Critics have accused Meghan Markle of ‘gaming’ fans after nearly all her new As Ever products sold out within minutes for the second time.
The Duchess of Sussex this afternoon released a video saying she ‘couldn’t believe’ that nearly all of her items had already been bought up, including the flower sprinkles.
She said the team at her lifestyle brand had ‘spent time’ making sure they had more stock – as she unveiled a new honey, an apricot spread and a rose wine.
Meghan also released a restock of six of the items from her first batch that ‘flew off the shelves’ two months ago.
However, some fans were sceptical at how quickly everything sold out on Friday.
One person posted on social media: ‘She is playing the ‘sold out’ game and thinking we are all stupid. You fool no one Meghan Markle.’
While a second wrote: ‘Wait the only new thing she dropped was the apricot spread. WTF. And it sold out after 20 mins.
‘Meghan must think people are really stupid.’
A third person added: ‘Wow they have super small quantities. The apricot and tea already sold out.’
It comes after Meghan shared in a video on her Instagram story in which she said her team had this time made sure they had more stock.
She said in the post: ‘We spent so much time making sure we had so much more inventory.
‘That’s why we took the time and you guys are doing it again. We are nearly sold out on everything.
‘And I can’t believe it – even flower sprinkles which I knew would be the big one again. So that has more inventory than all of it and that is also about to sell out.’
While the apricot spread and honey went on sale today, the Napa Valley rosé wine will be available from July 1.
The rosé is Meghan’s first foray into the wine market – with the product sourced from the famous region of California , up the west coast from her Montecito mansion.
It has been described by her brand as having notes of ‘soft notes of stone fruit, gentle minerality and a lasting finish’ and a ‘bespoke blend’ which is ‘launching just in time for summer entertaining’.
The ‘limited edition’ orange blossom honey which Meghan said had a ‘beautiful golden hue, an enticing aroma, delicate floral notes and subtle citrus undertones’ and would be ‘a standout addition to your pantry’ went on sale for $28 (£21).
The other new item was the apricot spread – one in keepsake packaging at $14 (£10) and the other just in a jar at $9 (£7).
Meghan said this ‘newest spread balances a delicate sweetness and a gentle brightness that lets this beautiful stone fruit shine’.
The brand’s description adds that the spread is ‘made with gorgeous fruit and a touch of sweetness, letting the apricot’s bright flavor shine’ and that the ‘smooth texture and gentle tartness pair beautifully with everything from toast to cheese boards’.
Announcing the items, Meghan said: ‘We are pleased to share that many favourites from our debut As Ever collection are back – and, we’ve added something new. We hope you find some special treats that bring extra joy to you and your loved ones.’
In April the Duchess released her first nine As Ever products including raspberry spread in keepsake packaging for $14 (£10) or a normal jar for $9 (£7), with the brand describing the collection as being ‘infused with joy, love, and a touch of whimsy’.
Others were flower sprinkles for $15 (£11), wildflower honey with honeycomb for $28 (£21), a crepe mix and a shortbread cookie mix with flower sprinkles, both $14.
Three types of herbal tea also came out at the same time – hibiscus, lemon ginger and peppermint – for $12 (£9) each. All the products sold out in about 45 minutes.
The products restocked by Meghan today were the three herbal teas, the floral sprinkles, crepe mix and shortbread cookie mix – but not the raspberry spread.
Earlier today, the Duchess teased the relaunch with an Instagram post on her As Ever account at midnight Pacific Time (8am UK time this morning), with a new photograph of her smiling on a garden swing with the simple caption: ‘No more sleeps’.
Meghan had promised some ‘delicious surprises’ for fans today after describing the April launch of the original As Ever products as ‘absolutely extraordinary’.
In an Instagram post on June 16, the Duchess wrote: ‘Oh yes, honey… sweet things await.
Mark your calendars for June 20 at 8am PT – we’re bringing back your favorites, plus some delicious surprises you won’t want to miss!’
Pacific Time is eight hours ahead of BST, meaning the launch was at 4pm UK time.
In a newsletter issued on June 16, the former Suits actress also wrote: ‘First off, a sincere thank you for making the debut of As Ever absolutely extraordinary.
‘We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise. We are pleased to share that on June 20th, we’re going live with the products you love – plus, some new delicious surprises.’
PR experts said the latest email was noticeably different to Meghan’s first As Ever message, which was a long piece full of inspirational quotes and personal anecdotes.
Sarah Schmidt, celebrity publicist and president of PR firm Interdependence, told MailOnline on Wednesday: ‘Meghan’s first As Ever newsletter was poetic and intimate.
‘It positioned the brand as an extension of her personal rituals and values, written in the voice of someone building a lifestyle, not just selling a product.
‘The latest email, by contrast, is pure transaction: short, strategic and sales-focused. And that pivot is telling.’
She said the audience is now witnessing a ‘shift’ in Meghan from a ‘founder-as-storyteller’ to ‘founder-as-operator.’
