The main product that Meghan sells is herself. Everything else is secondary.
You only have to look at the promotional shot she did for the advent calendar. Meghan herself sits in front, she takes up most space, Meghan is in full focus, whereas the very expensive chocolates she is meant to be selling are further away and not in full focus.
I'm not sure who she is marketing this item at? Are adult chocolate calendars a big market in the US? Would people with $150 dollars to spend on a chocolate calendar really want one with a picture of someone-else's McMansion on it? It's really unclear who her target audience is?
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 jam 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. The ones that are really cheap to slap your own label on a few wines, (wickless) candles and bookmarks. Then the odd decision to launch the gift boxed honey/mint tea/bookmarks in last 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?
Meghan seemed to have no idea who her target, repeat customer is. She originally talked about "teens" saving up their money from a Saturday job - but do they really buy jam and tea? They certainly won't be buying the $90 wine packs not $150 chocolate calendars
The products she chose seem to target an older demographic and a gift market - but has she considered their purchase patterns? For the high prices most would expect a unique product ... locally sourced, organic or interesting flavours. But who buys mass produced, factory jam at huge prices? Perhaps a one-off gift - but not a regular order.
Contrast with the UK royals - you can get a lot more Highgrove or Duchy organic jam for the price
-As Ever strawberry spread, factory produced, for profit, sold online - £9 per 215g (very small jar) or £4.19 per 100g
-Highgrove Organic Strawberry Jam organic, profits to charity, sold in gift shops, online, Fortnum's etc. £7.95 per 340g standard jar, or £2.34 per 100g
-Waitrose Duchy Organic Strawberry Jam - organic, profits to charity, sold in Waitrose, £2.80 per 340g standard jar or 82p per 100g
At the moment As Ever appears to be run as a hobby business while Meghan attempts to restart her Tig influencer career.