Netflix announced this week that the lifestyle brand As Ever, launched in partnership with actress Meghan Markle, will continue independently, after the end of the agreement with the platform.
The project, which belongs to the Duchess of Sussex, sells products related to affective cuisine, such as jams, chocolates and wines.
As Ever was launched last year, in one of the programs in the series that Meghan did on Netflix, called “With Love, Meghan”. The project had two seasons, as well as a Christmas special, and showed Prince Archie and Princess Lilibet’s mother sharing tips on cooking recipes and home care.
“Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we’re happy to have played a role in realizing that vision,” the Netflix statement said. “As was always intended, Meghan will continue to expand the brand and take it to the next chapter independently, and we look forward to celebrating how she continues to bring joy to homes around the world.”
Meghan’s series on the streaming platform had already been discontinued after the second season, marking the end of the commercial agreement that the actress and Prince Harry had signed in 2020, after the couple stepped down from their royal duties. According to the American press, the reason for the end of the partnership was the decline in the program’s audience over the years.
In a statement, Meghan Markle’s team confirmed the discontinuation of the partnership and reiterated that the brand will continue even without the streaming giant.
Continues after advertising
“As Ever is grateful for our partnership with Netflix during launch and our first year,” an As Ever spokesperson said in a statement, according to US magazine People. “We’ve seen significant and rapid growth, and As Ever is now ready to go it alone. We have an exciting year ahead and we can’t wait to share more.”
