Breaking News: Meghan rebrands American Riviera Orchard with a subtle dig at the Royal Family….Read More

Meghan Markle has revealed her rebrand of American Riviera Orchard in an Instagram announcement that appears to include a subtle dig at the Royal Family.

The Duchess of Sussex, 43, has renamed her luxury lifestyle brand ‘As Ever’ and launched a website with a cover photo of her holding hands with her daughter Lilibet in the California sunshine.

Its launch comes just two weeks before the release of her Netflix show With Love, Meghan, after it was delayed from its original January launch date due to the LA Wildfires .

In what the Sussexes will hope will be a new money-spinner, products will include food including ‘fruit preserves’, as Meghan grandly called them today, adding: ‘I think we’re all clear at this point that jam is my jam’.

American Riviera Orchard emerged last year when Meghan began sending jams in limited edition jars to her most famous friends. But ARO, as a brand, hit a wall.

Patent applications uncovered by MailOnline suggest that As Ever will also sell textiles such as tablecloths and napkins, skincare and haircare products and throws, blankets, bedspreads and household scents such as candles and diffusers.

There will also be gardening trowels, spades and pruning shears and inside the home there will be cutlery and kitchen knives.

As Ever was launched in a close-up Instagram video in the Sussexes’ Montecito garden where Meghan gave a nod to the trademark row that saw her American Riviera Orchard application refused by the US trademark office. It features a brief cameo from Harry, who tells Meghan, ‘It’s recording’, as he hands her the phone.

‘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’, she said.

And in words that some have taken as a dig at the royals and the sacrifices she felt she made when she fell in love with her husband, Meghan said she had not been able to share her passion for food and home for ‘years’ after she shut her lifestyle blog The Tig.

‘As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening — this is what I do,’ she said.

‘And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first’.