Meghan and Netflix end partnership after reports it ‘held her jam brand back’
Meghan and Netflix end partnership after reports it ‘held her jam brand back’
Meghan’s collaboration with Netflix has concluded after reports suggested she believed her jam brand was being restrained. The streaming platform had previously partnered with her business venture, As Ever, when it launched last year with a range of products that included rose wine and floral sprinkles.
Alongside the brand, Meghan and the streaming giant also co-produced two seasons of her lifestyle show, With Love, Meghan. However, recent data revealed that her Netflix series—criticized by The Guardian as ‘toe-curlingly unlovable’—failed to reach the top 1,000 most-watched programmes on the platform. The second season of the show ranked 1,124th in viewership between July and December 2025, amassing two million views, according to Netflix’s release.
“Meghan is still on good terms with the Netflix team and close personal friends with Ted (Sarandos, Netflix CEO) so hasn’t wanted to upset him, but is very happy to have full control of the company,” insiders shared with The Sun.
A representative for As Ever stated: “We are grateful for Netflix’s partnership during the launch and our first year. We have experienced significant growth and are now ready to operate independently. Excitement for the future is palpable.”
Netflix responded: “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of As Ever. We are pleased to have supported her vision. Moving forward, she will continue expanding the brand on her own, and we look forward to celebrating her impact globally.”
Contract details and brand expansion
Following their departure from royal duties in 2020, Meghan and the Duke of Sussex signed a contract valued over $100 million (£74m) with Netflix. They also secured a first-look deal for film and TV projects, which remains active. This means Netflix retains the right to prioritize Harry and Meghan’s Archewell productions.
The first season of With Love, Meghan launched on Netflix in March 2025, coinciding with the debut of As Ever’s products, such as her raspberry jam (priced at $14/£10.44). The show was frequently highlighted in marketing campaigns for the brand.
“The Netflix series is a natural next career move for the star who ran the successful lifestyle blog, The Tig, until 2017, before it was shut down due to the royal spotlight,” said Metro senior TV reporter Asyia Iftikhar. “Watching her effortlessly navigate easy at-home recipes and lively conversations with guests, it feels like this is what she should have been doing all along.”
“Meghan may not be re-inventing the wheel with her show, but she is re-inventing the image she wants to project,” Iftikhar added. “Goodbye, exiled royal; hello, lifestyle guru.”
Other brand offerings
As Ever’s website features a variety of products, including honey and tea sets, jam collections, and a candle priced at $64 (£48).
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