Meghan Markle's last-minute application laid bare after major setback
The Duchess of Sussex revived her application for As Ever after facing trademark issues with the name American Riviera Orchard
The Duchess of Sussex plans to sell dried biscuit and crepe mixes under her newly rebranded "As Ever" lifestyle venture.
Meghan made a last-minute trademark application just hours after announcing the rebrand last week.
The new filing, made twice under two different As Ever fonts, covers "Mixes for bakery goods; cookie mixes; biscuit mixes; crepe mixes."
This follows her previous lifestyle brand American Riviera Orchard (ARO), which launched last year with limited edition strawberry jam.
The trademark application for As Ever was initially made in October 2022 but was sidelined in favour of ARO.
The Duchess of Sussex plans to sell dried biscuit and crepe mixes under her newly rebranded "As Ever" lifestyle venture.
Getty
It was revived last September after the ARO application was rejected.
The filing covers a vast range of products, similar to the original application according to The Telegraph.
These include tableware, gardening tools, wine bags, bird houses, butters, jellies and chocolates.
The Duchess announced the rebrand in a video posted on Instagram last Tuesday, saying it allowed her to return to her passions.
Meghan's original American Riviera Orchard brand was refused a trademark by the US Patent and Trademark Office.
The office ruled that geographical locations could not be patented.
The Duchess announced the rebrand in a video posted on Instagram last Tuesday, saying it allowed her to return to her passions.
Getty
"American Riviera" is a common nickname for Santa Barbara, California, where the Sussexes live.
In her Instagram announcement, the Duchess said the new name meant she would not be confined to selling local produce.
She added it allowed her to return to her "passions of cooking and crafting and gardening" that she had not "been able to share with you for the past few years".
The announcement came two weeks before the launch of Meghan's new Netflix show "With Love, Meghan".
The eight-part "at-home style" series will "celebrate the joys of cooking & gardening, entertaining, and friendship".
Details of the rebrand were revealed after information leaked on social media.
The Duchess said the venture was "in partnership with Netflix".
In the trailer for the show, Meghan can be seen using edible dried flowers, which are among the products covered by her new trademark application.
The new trademark filing includes notable additions in the form of various food and drink mixes.
Meghan has applied to sell edible dried flowers in various guises, including sprinkles.
She has also added various forms of chocolate, cocoa powder, candy sprinkles and crystallised sugar for decoration.
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Meghan may also sell products through Netflix's official merchandise shop.
The filing covers alcoholic and non-alcoholic cocktail mixes.
It also includes hospitality services "in the nature of provision of food and drink" or "temporary accommodation".
It is thought the Duchess will sell her products through a new As Ever website, which links to a Shopify domain.
Meghan may also sell products through Netflix's official merchandise shop.
Reports that her products will be sold in Netflix pop-up shops in Texas and Philadelphia have been denied.
The only Netflix-branded food previously manufactured is thought to be a Stranger Things frozen pizza.
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