Meghan Markle has been told that she needs to be careful with her brand strategy for 'As Ever' going forward, despite the impression that her products are limited and in high demand, making them seem more desirable.

Pauline Maclaran, a Marketing & Consumer Research professor, believes Meghan Markle is using the scarcity principle as a key branding strategy. As reported in the Mirror, she explained: "The whole story at the moment, according to her, is that it has been hugely successful because everything has sold out within the hour so people who want to get the product will be on tenterhooks following when she is going to announce there's more. That can work quite well but I don't suppose she will reveal how limited the stock was.

"But this is a tried and trusted strategy for encouraging demand and increasing anticipation around particularly high-value products."

However, she said: "But you have to balance it very finely of course, because if you leave it too long, people will get fed up. But releasing a certain number at fairly regular intervals so people build up anticipation but don't have to wait so long and start to get annoyed should be the strategy."

The expert added: "What Meghan will have to be careful with is that she does have more product to get to people within a reasonable timeframe because the more you whip up people's desire but you don't have the products to meet that demand then it will fall flat."

Meghan's range of herbal teas, honey, and cookie mix was snapped up within one hour of the website taking orders.

Posting to her millions of followers after supply ran out, Meghan said: "Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial. Here we go!"

Among those who did manage to get their hands on the whole product range are several influencers as well as celebrities like reality TV star, Kris Jenner.

The previous brand name chosen by Meghan, American Riviera Orchard, had been a reference to the part of California where she lives with Prince Harry - but Meghan said it "limited me to things which were manufactured and grown in this area".

That name had been promoted since April 2024, when Meghan's friends published pictures on Instagram of jars of strawberry jam, but it changed earlier this year to As Ever.

Meghan Markle timed her product range with her new Netflix show 'With Love, Meghan' which aired on the streaming platform in early March.

With Love, Meghan is an eight-episode series of cookery, gardening and chats with her friends.