Meghan Markle's As Ever jam 'flying off the shelf' as insider claims one million jars have been sold

The detailed breakdown of alleged stock included more than 220,000 jars of spread, 30,000 jars of honey, approximately 90,000 candles and over 110,000 jars of tea.

Screenshots captured by eagle-eyed fans showed the error in action, with one shopper discovering that the site indicated 137,435 signature fruit spread gift boxes remained in stock.

"I think it's fair to say business isn't just successful, it's flying off the shelf," a source told The Sun, as they detailed the success As Ever has had.

They continued: "Meghan inadvertently revealed that one million jars were ordered for that one product, and has only 130,000 left.

"It doesn't take a genius to work out that 87 per cent of what has been ordered has sold.

"That large stock order was obviously part of the international expansion plans that Meghan has for As Ever."

Following a "hugely successful festive period," the source believes "it's likely they'll have to beef up the stockroom to meet demand when the product is made available in other international territories".

Meghan's business came under criticism following the leak, with one commenter saying: "Good thing those products don't have an expiration date."

A source familiar with the company has dismissed any negativity, believing it has "exceeded everybody's expectations" over the Christmas period, which the source described as "incredibly successful".

Speaking to Newsweek, the source claimed: "It's exceeded everybody's expectations in terms of how well it's gone, I would say, across the holiday period. That period has been incredibly successful.

"People are attempting to paint a negative narrative and are choosing how they present things, choosing how they share information to fit a particular narrative to perpetuate certain negative story lines and this is just another example of how people have to be really discerning with the way that they not only consume media, but the way that they interpret data and facts that are shared with them, because they often don't present the whole picture."

The remarks come after social media users claimed they could infer inventory totals by attempting to add unusually large quantities of products to their online baskets.

These actions would trigger the site to display the maximum quantity available.

The As Ever website has now introduced purchasing limits and restrictions on bulk orders.

Customers are now limited to 50 spread gift boxes or 20 bottles of wine per transaction.

In addition, an on-site message warned: "The quantity requested exceeds our current stock. Please adjust your order or contact support for bulk inquiries."

The inventory discussion has drawn significant online attention because the figures circulating on social media were far higher than some expected for a brand that has previously leaned into small-batch messaging.

The stock levels implied by the workaround amounted to roughly $21.8million (£16.1million) worth of products at sale price, though that figure reflects retail value rather than costs.

The Duchess of Sussex said As Ever increased inventory tenfold ahead of a subsequent drop, only for it to sell out within hours.

She also noted that the business moved from ordering "a few thousand jars and lids" to discussions about "a purchase order of a million".

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