I think that this is another example of Meghan missing the boat because she didn't have her supply chain sorted and her products were not ready to go.
The products seem to be marketed in a similar way by marketing British traditions and afternoon tea-type products.
Bridgerton with scones and Victoria sponge mix (despite the historical conflict)
Meghan with shortbread mix, teas and jam/spread, honey, pancakes(?) and the flower sprinkles
Meghan announced her intentions (then called American Riviera Orchard) in March 2024, but then decided to rebrand to As Ever in February 2025 with her online shop finally going live in April 2025. Whereas Bridgerton had their stuff in the shops in January 2025.
I also think that Meghan's products turned out to be less exclusive than the original PR - basically selling factory produced, drop shipped goods in fancy packaging whereas Bridgerton didn't hide that you were buying a standard baking mix.
I also think that As Ever's marketing was pretty confused as I was never sure who her target buyer was. The focus seemed to be on the expensive packaging rather than the product. But was she aiming for the occasional gift purchase market? - but this didn't seem to fit with the industrial product rather than - say - locally produced, organic or unusual flavours etc. However the expensive fancy packaging didn't seem to be targeting regular, weekly/monthly, supermarket buyers as the Betty Crocker/Bridgerton products did. Her initial launch seemed to sell out to journalists, influencers, Instagramers and Tik-Tokers who flooded the internet with "reviews" but didn't appear to be a source of repeat business.
Since then As Ever just seems to have thrown random products into the mix - a few wines, (wickless) candles and bookmarks. Then the odd decision to launch the gift boxed honey/mint tea/bookmarks in mid January - was it supposed to be a Christmas gift idea that didn't arrive/wasn't ordered in time? Or was it repackaged surplus stock?