Meghan Markle splits from Netflix to take full control of As Ever jam brand

Meghan Markle will have complete control of her lifestyle business As Ever after the withdrawal of Netflix. Photo / Netflix

Meghan Markle has parted ways with Netflix and will reportedly now assume total control of her jam and flower sprinkles business As Ever.

The announcement comes just months after the streaming platform pulled the plug on her lifestyle show With Love, Meghan.

According to the Sun, href="https://www.nzherald.co.nz/lifestyle/meghan-markle-makes-surprise-announcement-after-failed-lifestyle-brand/KGYH5VC57JAR3OK6OVUMQUYHXQ/" target="_self" rel="" title="https://www.nzherald.co.nz/lifestyle/meghan-markle-makes-surprise-announcement-after-failed-lifestyle-brand/KGYH5VC57JAR3OK6OVUMQUYHXQ/"> Netflix became a partner and investor in As Ever, which sells products such as jam, flower sprinkles, wine and candles, in February last year.

“As Ever is grateful for Netflix’s partnership through launch and our first year,” a spokesperson told the Daily Mail.

“We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own.

“We have an exciting year ahead and can’t wait to share more.”

The six-part 'Harry & Meghan' programme became one of Netflix's most watched documentary series. Photo / Netflix

A source close to the Duchess of Sussex, 44, told the Sun, Markle remains “close personal friends” with Netflix chief executive Ted Sarandos and that the split was amicable.

“Meghan is still on good terms with the Netflix team ... but is very happy to have full control of the company,” they said.

“Netflix have been a good partner, but she’s wanted to go global with the brand for some time but has been held back by the more cautious Netflix team.”

Markle and husband Prince Harry signed a reported US$150 million ($242.5m) deal with the streamer in 2020.

The deal ended last year, though the couple have since signed a “first-look” deal with the company for any future projects, the Sun reported.

Their first delivery, the six-part documentary Harry & Meghan became one of the most-viewed documentaries on the platform.

However, Markle’s docu-reality offering With Love, Meghan was plagued by scathing reviews and cancelled after two seasons.

A top-selling raspberry spread sold by Meghan Markle's lifestyle venture As Ever. Photo / As Ever

Lifestyle and consumer goods brand As Ever offers home and kitchenware products, and gourmet food and pantry items.

Although the business does not release its sales figures, the Sun reported that products regularly sell out.

One of As Ever’s best-selling products according to its website is a 215g jar of raspberry jam which comes in “elegant keepsake packaging” and sells for US$15 ($25.40).

While several online reviewers said they found the spread too runny, others described it as refreshing and tangy.

A Netflix spokesperson said the company was proud to have helped bring Markle’s vision to “elevate everyday moments in beautiful yet simple ways” to life.

“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”

Markle is reportedly planning to expand As Ever beyond the United States, to include Britain, Australia and New Zealand.