Meghan Sussex’s Team Calls Out Media’s “Groundhog Day” As Ever Doom Stories

It’s been a long time coming, but it seems Meghan Sussex’s team has finally decided that enough is enough. For years, the Duchess of Sussex has been subjected to an endless cycle of speculative reporting, tabloid stories citing anonymous sources, making dire predictions, and painting a picture of a woman and her business on the verge of collapse. And for years, those stories have gone largely unchallenged, allowed to circulate and multiply in the absence of direct pushback. But that appears to be changing.

In recent weeks, both Meghan’s representatives and the team behind her lifestyle brand, As Ever, have begun responding more assertively to what many observers have characterized as repetitive and unfounded reporting. The shift has not gone unnoticed, and it has been met with considerable enthusiasm from those who have long watched the cycle of speculation with growing frustration.

The message is clear: the days of unchecked narratives may be coming to an end.

Setting the Record Straight

As Ever has issued a firm denial regarding recent claims of financial distress. A spokesperson for the brand told the Daily Express:

“Recent claims suggesting that As Ever is facing financial difficulties or bankruptcy are entirely false and based on speculation rather than fact. As Ever continues to grow as an independent business, supported by a strong customer community and an exciting pipeline of future products. As with any growing brand, we make decisions based on long-term planning and customer demand, not tabloid conjecture. The continued appetite for As Ever products speaks for itself, and we remain focused on what matters most: delivering quality products and building a brand that our customers love.”

It is a measured but firm response, one that emphasizes growth, customer demand, and long-term planning, rather than the chaos and decline that certain outlets have been eager to portray.

‘Groundhog Day’ Reporting

Meghan’s own representatives have also weighed in, taking specific aim at the repetitive nature of the coverage. A rep for Meghan told Page Six:

“The problem with all of these repetitive Alison Boshoff Daily Mail ‘As Ever’ doom stories are that they’re like Groundhog Day: the same prediction, the same unnamed sources, the same certainty, and somehow we’re still waiting for the apocalypse they promised in 2024.”

It is a pointed critique, and one that resonates with anyone who has followed the coverage. The pattern is unmistakable: a sensational headline, an anonymous source, a prediction of imminent collapse, and then… nothing. The predicted apocalypse never arrives. The products continue to sell, and the brand continues to grow. And yet, the tabloid cycle repeats.

A Familiar Pattern

Prince Harry’s team has also been active in pushing back against what they describe as baseless narratives. Recent claims regarding a so-called Spike Lee “snub” were swiftly and firmly denied, further demonstrating that the Sussexes and their representatives are no longer content to let misinformation go unchallenged. And you only need to look at the New York Post Sports’ X account to examine how demonstrably false the lies certain tabloids were trying to peddle.

Prince Harry and Spike Lee talking during Knicks-Spurs Game 5. 🙌 pic.twitter.com/5OcQoHEfsP

— New York Post Sports (@nypostsports) June 14, 2026

The irony, of course, is that the very act of responding can sometimes amplify the stories they seek to correct. It is a difficult balance, as they are in a “damned if they do, damned if they don’t” scenario. But the current approach, which appears to involve ignoring trivial nonsense while responding when necessary, seems to be striking a reasonable equilibrium.

The Expiration Date Nonsense

One of the more absurd recent storylines has involved the expiration dates on As Ever products. Critics seized upon the presence of best-before labels as evidence of some kind of impending disaster, seemingly oblivious to the fact that virtually all packaged food products carry such dates as a matter of standard regulation.

The expiration dates on As Ever products extend well into 2027, which is hardly indicative of a product in distress. Earlier claims that these dates represented a “panic sale” or an imminent split with Netflix have not been substantiated and appear to be purely speculative. As one observer noted, even million-year-old sea salt has an expiration date on the package. It is, quite simply, the law.

The Double Standard

It is also worth noting the selective scrutiny applied to Meghan’s commercial ventures compared to other royal-branded products. King Charles’s Duchy of Cornwall brand sells honey and other goods, yet these products receive minimal critical attention. It would be unsurprising if they similarly carry expiration dates in compliance with food safety regulations, yet the media’s interest in such details appears to be highly selective.

The disparity raises broader questions about media priorities. Significant attention is directed toward the private commercial activities of individuals who are not publicly funded, while rigorous examination of the monarchy’s own financial operations and revenue streams remains comparatively limited.

A Positive Response from Consumers

Beyond the media narrative, there has been significant positive feedback from consumers who have actually purchased and tried As Ever products, leading to multiple products selling out. Many have reported that the marmalade, in particular, has exceeded expectations, with some who previously did not enjoy marmalade becoming converts after trying it.

It is a reminder that, for all the tabloid drama, there is a tangible product that people genuinely enjoy. The enthusiasm of actual customers stands in contrast to the negative media narratives and suggests that the brand is building a loyal following based on quality rather than celebrity alone.