The Duchess of Sussex’s partnership with Netflix has come to an end amid reports she feared her jam brand was being ‘held back’.

The streaming firm had initially partnered with Meghan’s business venture As ever when it launched last year with offerings that also included rose wine, flower sprinkles and jam.

Meghan and the streaming giant had also produced two seasons of her associated lifestyle show, With Love, Meghan.

But figures showed earlier this year that the Duchess’s Netflix show – which was branded ‘toe-curlingly unlovable’ by The Guardian – failed to crack the top 1,000 most-watched programmes on the platform.

The second instalment of With Love, Meghan was the 1,124th most-watched show between July and December 2025, with two million views, according to data released by Netflix.

Insiders claimed to The Sun that the duchess, 44, was relieved to be able to ‘go it alone’ now with As ever and launching it as a global brand after fearing it was being ‘held back’ by the ‘cautious’ streamer.

Regarding the ‘mutual’ split, they added to the publication: ‘Meghan is still on good terms with the Netflix team and close personal friends with Ted (Sarandos, Netflix CEO) so hasn’t wanted to upset him, but is very happy to have full control of the company.

‘It’s a good time for Meghan to have complete control, given recent successes.’

A spokesperson for As ever said: ‘As ever is grateful for Netflix’s partnership through launch and our first year.

‘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.’

Netflix’s statement read: ‘Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we are glad to have played a role in bringing that vision 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.’

Former Suits actress Meghan and her husband the Duke of Sussex signed a contract thought to be worth more than $100million (£74m) with Netflix after quitting as senior working royals in 2020.

They also inked a first-look deal for film and television projects, which is said to remain in place, meaning that Netflix has the first option on Harry and Meghan’s projects with their Archewell production company.

The first series of With Love, Meghan launched on Netflix in March 2025 and coincided with the unveiling of As ever, with her first products, including her raspberry jam, repeatedly promoted throughout the show.

Metro senior TV reporter Asyia Iftikhar was more positive towards the programme, calling it the duo’s ‘strongest offering’ from their Netflix partnership after their 2020 docuseries.

‘The Netflix series is a natural next career move for the star who ran the successful lifestyle blog, The Tig, up until 2017 before she was forced to shut it down (alongside her social media presence) as the royal spotlight heated up.

‘In many ways, watching her effortlessly coast through easy at-home recipes and happy-go-lucky conversations with her guests, it feels like this is what she should have been doing all along,’ she observed in her review.

‘Meghan may not be re-inventing the wheel with her show, but she is re-inventing the image she wants to put out there. Goodbye exiled royal, hello lifestyle guru.’ 

Among the other products on As ever’s website are honey and tea sets, jam sets and a candle for $64 (£48).

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