The Duchess of Sussex's latest product launch has attracted sharp criticism from jam-making professionals, despite selling out within hours of release.
Meghan Markle's new apricot spread, part of her 'As Ever' brand, has been branded a "failed jam" by champion jam-maker Donna Collins.
Collins, who owns Jelly Queens jam company and has secured more than 40 world championship honours in jam-making competitions, claimed that labelling the product as a "spread" rather than jam indicates a fundamental flaw.
The jars, available in keepsake packaging for £10 or plain versions for £7, sold out rapidly after going on sale on Friday.
One of As Ever's flagships products has been savaged as a 'real disappointment' by a jam expert.
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"It's a real disappointment that Meghan is selling a fruit spread, which is what you make when your jam fails," Collins stated.
"In the jam industry, a spread is what we call something that didn't work."
The expert explained that whilst a product might contain premium ingredients, consistency issues would lead to relabelling.
"It can have the best ingredients, but if I had a jam that was too runny, I'd slap a label on it and call it a spread," she said, the Daily Mail reported.
The expert suggested the 'spread' title suggested it was in reality a 'failed jam'.
As Ever
Collins was unequivocal in her assessment: "There's no excuse for this. It should be perfect."
The jam-making champion also scrutinised the product's ingredients list, which includes conventionally grown apricots, dried organic apricots, organic pure cane sugar and fruit pectin.
"Why should she include conventionally grown apricots, which will have used pesticides?" Collins questioned.
She expressed particular concern about the inclusion of pectin, a gelling agent.
The US jams tycoon said it appeared like the As Ever's team 'really don't know what they are doing'.
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"And why is she using pectin, which is a gelling agent, unless it's because her spread was too runny? Most spreads don't use pectin," she said.
Collins also speculated about the limited availability: "Her apricot spread sold out in minutes, just like her earlier raspberry spread, which may mean they only made a small batch."
The 'As Ever' brand, which Meghan launched in April with a raspberry spread, has faced similar criticism previously for producing items unsuitable for spreading on bread or toast.
Collins added: "I don't know who's making her spread, but we all know it's not Meghan. It sounds like they really don't know what they are doing."
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As Ever's long awaited restock quickly sold out once again.
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However, Maureen Foley, owner of Red Hen Cannery near Montecito, suggested the product positioning might be deliberate.
"She may be smart trying to fill a niche," Foley said.
"Spreads can be sweet or savoury, and used on dishes for all meals, so perhaps it's just clever marketing."
Despite the uninspiring verdict of the experts, As Ever's long awaited restock of jams and other goods sold out almost immediately after going live once again.
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