Netflix's Cooling Affair with Meghan Markle: The As Ever Brand Fizzles Out?

Meghan Markle's Netflix Empire Crumbling: Duchess of Sussex's Jam, Pancake Mix, and Flower Sprinkles Sales Flop

In a stunning turn of events, Meghan Markle's partnership with Netflix is showing signs of unraveling just seven months after its launch. The Duchess of Sussex's As Ever brand, which includes jam, pancake mix, and flower sprinkles, has failed to gain traction on the streaming giant's website.

Sources close to the company have revealed that Netflix is quietly dropping Meghan's As Ever products from their shelves, despite a formal partnership announcement in February. Journalist Marina Hyde made the shocking claim on her Rest is Entertainment podcast with Richard Osman: "Meghan's jam is supposedly for sale in the Netflix store. But they don't even have a tab for her show. She has gone into a product partnership with them but I'm afraid that will just peter out."

The news comes as Meghan and Harry signed a new TV deal with Netflix, which experts claim is a "downgrade" from their previous $100million contract. The couple's multi-year, first-look deal for film and television projects with the streaming giant has been met with skepticism, with some questioning whether the Sussexes are being paid per production rather than receiving an overall fee.

But it's not just Meghan's As Ever products that have failed to impress. Her second season of With Love, Meghan has tanked, ranking a dismal 136 in the Netflix charts under two weeks after its release. The show has received poor reviews, with critics panning the lackluster guest list, which includes Meghan's makeup artist and pilates instructor.

Netflix Stepping In to Save Meghan's Show

Sources close to Netflix have revealed that the streaming giant has been instrumental in helping Meghan save her show by packing it with people who have existing deals with the company. The majority of her guests have links to WME, the talent agency that also represents the Duchess of Sussex.

A British Hollywood insider spilled the beans: "It's very underwhelming. It's really down to Meghan to get the stars. Where is Oprah, Michelle Obama or a Kardashian? It is just a bunch of random people she knows." Even model and TV star Chrissy Teigen, who appeared on the show, has come under fire for her 'mean girl' past.

Meghan's Online Store Shuts Down

But it's not just Meghan's Netflix partnership that's failing. Her online store, ShopMy, where she "hand-picked" a collection of clothes for cash, has quietly shut down. The platform, which allowed top creators to earn affiliate cash from recommending products, featured items such as £20 ($26) grey t-shirts and £1,600 ($2,000) silk gowns.

A gold and diamond pendant from Maya Brenner, a Heidi Merrick dress, and sandals from Saint Laurent and Emme Parsons were some of the luxury items on her page. However, when you visit the profile page, it's now completely blank, with a message that reads: "This curator has not yet added any collections."

Netflix's First Bricks-and-Mortar Stores: A Game-Changer?

But while Meghan's Netflix partnership is failing to impress, the streaming giant is set to open its first bricks-and-mortar stores in the US later this year. Fans of shows such as KPop Demon Hunters and Stranger Things will be able to buy merchandise in person.

However, it remains to be seen whether Netflix will continue to partner with Meghan's As Ever brand, which was widely expected to be featured in the Philadelphia and Dallas branches of Netflix House. A Netflix source has insisted that no final decisions have been made on any of the products that will be on the shelves later this year.

The Real Reason Behind Meghan's Downgrade

So what went wrong? PR expert Mark Borkowski claims that Netflix has simply decided to pivot away from two very expensive people who didn't deliver. "It's a downgrade," he said. "Netflix are not going to expose themselves to those budgets again."

He believes the pair will be paid for each production selected by Netflix rather than receiving an overall fee, which would explain why their new deal is significantly less lucrative than their previous contract.

The news has sparked speculation about what's really behind Meghan's downgrade from a $100million contract to a more modest one. Is it a case of Netflix being savvy businesspeople who aren't afraid to cut ties with underperforming partners? Or is there something more sinister at play?

One thing is for sure: Meghan Markle's Netflix empire is crumbling, and it's going to be interesting to see how she recovers from this latest setback.