A video shared on As Ever’s Instagram showed Meghan’s jam being poured into a tumbler glass filled with ice, before milk and matcha powder. The reel’s thumbnail, however, revealed that the collaboration will be with Clevr Blends, a company the Duchess has previously been associated with. It featured the message: “A sweet collaboration is coming tomorrow.”
But fans criticised the Duchess and called the new collaboration, which has not even been released yet, “flawed” and “tiring”.
Royal News Network, a page which regularly criticises the Sussex couple, wrote on X: “This looks gross! It’s obviously some sort of matcha collaboration, and I can already guess how it’s going to work.”
They speculated the brand is going to bundle the new limited edition product with her strawberry spread, adding: “It’s the same tired tactic that hasn’t worked because it requires you to buy a product you already have to get the new one that maybe you want. It’s such a flawed strategy that she’s been trying for months now with a minimal return.”
They said that the only way to “salvage” the brand is to “liquidate inventory with massive discounts” to raise money for new inventory or a new company direction.
“She’s more likely to cling to her stale inventory until it’s literally unsellable and she has to simply burn it rather than doing the smart thing. Terrible, horrible strategy.”
Several people agreed, with one user commenting: “Omg so awful looking..you are right..same concept..new product and repeat with old product and hope the public doesn’t catch on.”
Another one said: “Her ego won’t let her. That would be admitting failure, and she will never do that. Even when it’s completely obvious.”
Clevr Blends is a vegan coffee brand that makes coffees packed with probiotics, superfoods and adaptogens. Meghan, who is an adviser and investor for the brand, appeared in a cameo for the company’s advertising campaign in 2023.