She was refused a trademark for the brand after the US Patent and Trademark Office said geographical locations could not be patented.
Meghan’s venture was renamed As Ever following the rejection of her previous trademark application for American Riviera Orchard. Photo / @aseverofficial
The American Riviera is a common nickname for Santa Barbara, California, where the Sussexes live.
But in a video posted on Instagram last Tuesday, the Duchess said the company had been rebranded As Ever, in partnership with Netflix.
She said the new name meant she would not be confined to selling local produce, adding that it allowed her to return to her passions of “cooking and crafting and gardening” that she had not “been able to share with you for the past few years”.
The announcement, made after the details were leaked on social media, came two weeks before the launch of With Love, Meghan, her eight-part “at home-style” show, which will “celebrate the joys of cooking & gardening, entertaining, and friendship”.
The initial trademark application for As Ever was made in October 2022 before being sidelined in favour of ARO.
However, it was revived last September, after the ARO application was rejected.
Meghan has partnered with Netflix as part of the As Ever brand launch in an "at home-style" show With Love, Meghan. Photo / Netflix
Like the original, it covers a vast range of products, from tableware and gardening tools to wine bags, birdhouses, butters, jellies and chocolates.
However, it features notable additions in the form of various food and drink mixes.
The duchess has applied to sell edible dried flowers in various guises, including sprinkles, which she can be seen using liberally in the trailer for her new Netflix show.
She has added various forms of chocolate, cocoa powder, candy sprinkles and crystallised sugar for decoration as well as alcoholic and non-alcoholic cocktail mixes.
The filing also covers hospitality services “in the nature of provision of food and drink” or “temporary accommodation”.
It is thought the Duchess will sell her products through a new As Ever website, which links to a Shopify domain.
Meghan Markle recently announced the new name of her lifestyle brand As Ever - formerly known as American Riviera Orchard - on Instagram. Photo / @meghan
The name was created through internet giant godaddy.com which was also used to purchase the name lilibetdiana.com on the day the Sussexes’ daughter, Princess Lilibet, was born, as well as the now-defunct sussexroyal.com.
The duchess may also sell products through the official Netflix merchandise shop, which sells products such as clothing, glassware and puzzles linked to its popular shows.
The only Netflix-branded food previously manufactured is thought to be a Stranger Things frozen pizza, sold at Walmart in the US in 2023.
Reports that Meghan’s products will be sold in Netflix pop-up shops in Texas and Philadelphia have been denied.
As Ever has not yet been successfully trademarked by the duchess. Photo / Getty Images
The rest of the range could involve anything from gardening tools and recipe books to jewellery and stationery.
The application – which has not yet been approved – also includes downloadable podcasts, audiobooks, films, newsletters or TV shows on subjects including self-care, culture, the empowerment and advancement of women and conscious living.
In the new show, which will tie in to the launch of As Ever, Meghan is filmed rustling up a variety of dishes in the kitchen while entertaining famous friends.
She promises to share “little tips and tricks” that will add sparkle to the otherwise mundane.
