Meghan McCain is not impressed by Meghan Markle’s rebrand. Though they spell their names the same way, McCain suggested that she doesn’t relate to Markle. In fact, she “cannot stand her,” she said during a recent episode of the Meghan McCain’s Happy Hour podcast.
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On February 18, 2025, Meghan Markle took to Instagram to announce that her lifestyle brand, once named American Riviera Orchard, is now operating under the name As Ever. In her Instagram announcement, Markle called it “a brand that I created and have poured my heart into.”
To McCain, this rebrand is puzzling. “I don’t know what she’s doing,” she said, adding that “this is, like, her ninth rebrand.” The 40-year-old blogger and daughter of former US Senator John McCain went on to say that she finds the Duchess of Sussex’s content “boring.”
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“I actually had to review her show and her podcast, and it was horrible,” McCain said. “It was so boring.” Because she doesn’t relate to Markle, she’s not interested in trying any of her products. “I love people that I can relate to, like every other 40-year-old mom,” McCain said. “I don’t want to eat her jam.” McCain went on to say that she’s a fan of Kate Middleton. “I love Princess Kate,” she said.
In the video Markle shared on Instagram, she explained the reasoning behind her brand’s name change. “Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” Markle explained.
She added that “As Ever essentially means as it’s always been.” When Markle launched her lifestyle brand in March 2024, the brand intended to sell products like jellies, jams, nut spreads, home decor, and cosmetics.
Amid her rebrand, Markle assured her fans that she still plans on selling jam. “Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” Markle said in her video. “But there are so many more products that I just love, and now it’s time to share them with you.”
Though McCain has no interest in trying the As Ever jam, Markle said she “can’t wait” for fans to see what her new brand has to offer.
