Meghan Markle followed in the footsteps of her father-in-law King Charles III today by launching strawberry jam as part of her nascent business empire.
The Duchess of Sussex has unveiled the first product from her new brand American Riviera Orchard, with her friends posting Instagram photos of a jar of her jam.
Back in the 1990s, Charles began selling products from the Duchy of Cornwall estate - with jam added to the range in 2010 when Waitrose took on the exclusive licence.
Prince William took on the Duchy estate after Queen Elizabeth II's death in 2022, and Duchy organic strawberry jam is now sold at Waitrose stores for £2.80 a jar.
The Duchy jam, described by the chain as 'sweet and juicy', uses strawberries grown 'without reliance on artificial chemicals and fertilisers' and 'each batch of organic strawberry preserve is hand-stirred in open pans for a rich texture and flavour'.
Waitrose adds that the jam - with an average rating of 4.5 stars from 127 reviews - is 'ideal for baking sweet treats and desserts, as well as spread generously on toast'.
A portion of sales is donated to the Prince of Wales's Charitable Fund – and the Waitrose Duchy Organic has generated more than £40million for this since 2009.
Charles and Camilla taste jams and pickles while visiting Chester University in July 2007
Charles and Camilla look at products at a Waitrose store in London's Belgravia in 2009. Jam was added to the Duchy range in 2010 when the supermarket took on the exclusive licence
Duchy organic strawberry jam is now sold at Waitrose supermarkets and online for £2.80 a jar
William and Charles at Home Farm, Highgrove. Charles founded Waitrose Duchy Organic with its first product in 1992, a biscuit made from wheats and oats grown organically on this farm
William inherited the Duchy landed estate after the death of Elizabeth II and the accession of his father the King, and is now entitled to its surplus profits every year.
The Duchy is valued at more than £1billion and is one of the largest and oldest landed estates in Britain.
Its income covers the cost of William's public and private lives - and receives most of this from the Waitrose Duchy Organic brand, set up by Charles.
It was created in 1337 by Edward III to support his son and heir Prince Edward, known as the Black Prince, and all his subsequent heirs.
It extends across 23 counties in England and Wales and includes the Oval cricket ground and 67,000 acres of Dartmoor.
Last June it was revealed that William had received a private income from the Duchy of nearly £6million.
The Duchy generated record profits of £24.048million in 2022-23 – up £1.02 million from £23.024million the year before, a jump of about 4.5 per cent, the estate's accounts showed.
Usually William would be entitled to the full £24million as his private income, but his finances became complicated after he became heir to the throne half way through the 2022/23 financial year.
The King, as the former Prince of Wales, was entitled to £11.275million of the surplus before his accession, while William, who spent about six months of the last financial year as the Duke of Cornwall and Prince of Wales, to £12.773million.
Waitrose took on the exclusive Duchy licence in 2010, with Charles pictured in-store in 2009
Charles at the opening of Waitrose & Partners Food Innovation Studio in Bracknell in April 2019
Charles at an event to celebrate the 21st anniversary of Duchy items at Clarence House in 2013
Charles at the La Fornaia factory in London in 2000 where Duchy Originals bread was made
Kensington Palace said at the time that as a 'one-off associated with the change in Dukes of Cornwall', the Duchy team asked to retain a proportion of the surplus for 'working capital purposes' – the day-to-day running of the estate – this year.
The Duchy kept £6.873million, leaving William with an income of £5.9million.
William, in the Duchy's financial accounts for 2022/23, paid tribute to his father for leaving an 'indelible mark' on the Duchy and being passionate about driving forward change. He described wanting to make a difference in his new role himself.
William became the 25th Duke of Cornwall following his father's accession.
As heir to the throne, the prince is entitled to the annual surplus generated by the Duchy's vast portfolio of land, buildings and financial investments.
He has also taken charge of overseeing the management of the estate, with the meeting understood to be a sign of the seriousness with which takes his new role.
'I am very passionate about my farming and I just want to learn more about it,' William said in an ITV documentary with Charles in 2019.
Charles admitted he was 'deeply touched' that William had taken an interest in the Duchy.
He added: 'It practically reduced me to tears. Because I suddenly thought, 'well, just hearing that from him, has made the last 50 years worthwhile'.'
Fashion designer Tracy Robbins posted a picture of the jam, which had the logo for American Riviera Orchard and 'Montecito' underneath. The label also had the words '17 of 50'
Showing the strawberry jam in a basket with lemons, Tracy Robbins added: 'Thank you, M!'
The television documentary marked five decades of the then Prince of Wales being in charge, with Charles adding: 'He's quite lucky because I found myself there at 21. I had a bit of baptism of fire really.
The creation of individually numbered jars of jam sent to a selected group of influential people is exactly what I thought that Meghan would do.
The whole premise of her new brand American Riviera Orchard is to highlight the quality and origin of the locally sourced ingredients and how they have been lovingly made into jam.
As a way of getting the brand out there and in keeping with the home-made, straight from the home aesthetic that she has gone for it works really well.
She is filming a new cookery lifestyle show for Netflix which will show her making things that she loves and wants to share with viewers and fans.
It's not known how much the jam will cost and if it will even go into mass production but as a way of creating interest it's also highlighting the brand rather than Meghan, which will be her strategy.
She wants people to buy into the ARO lifestyle not just her own personal brand. The look and feel of it is very home made with a stylish crest and almost handwritten brand name to keep it feeling like it's a personal present.
The idea that she's only sent it to 50 people shows that the stock is limited and creates a demand too and interest. As a launch its low key but in keeping with their new softer, homely approach to their celebrity status and lifestyle.
Sending her product to influential people is a great way of getting the brand name out there. It allows Meghan to create a buzz on social media and also for fans to see a glimpse into the lifestyles of the people she has sent the jam too.
It also creates intrigue as to who has been lucky enough to receive the jam. I am sure Meghan will have thought long and hard as to who to send her first batch to. Individually numbering shows that the send out was limited edition but it does also make those who didn't get the jam feel left out perhaps too.
I think she will have sent to some of her friends, local neighbours, influential people in the lifestyle and cooking circles and people she feels will genuinely appreciate the gesture.
This is a unique way of launching, but it does feel similar to the look and feel of Flamingo Estate which has been one of the most successful brands to collaborate with talent like Jane Goodall and Julianne Moore.
There is one big difference in that all the celebrity owned brands, when they send out to people of influence to post on their social media, there is a call to action to purchase.
With ARO there is no functioning website just a holding page and an email registration which means that people who want to know more have no other information and I think that this could be frustrating to potential purchasers and fans who want to know more.
Meghan is a very authentic person and the whole premise of ARO is authenticity and local.
So I think that the small batch of strawberry jam will have most likely have been sourced in Montecito and produced by hand by Meghan herself to make them feel special and thought of.
Advertisement'He goes and visits different parts of the Duchy of Cornwall, and so he is learning, I hope, as time goes by.'
Waitrose Duchy Organic was founded by Charles with its first product in 1992, a biscuit made from wheats and oats grown organically on Home Farm at Highgrove in Gloucestershire.
The Duchy Organics range is now the UK's largest own-label organic food and drink brand and includes more than 300 products including fruits, vegetables, meat and beer.
Today, Meghan launched the first product from American Riviera Orchard, sending influencers and friends a jar of her jam.
Fashion designer Tracy Robbins and Argentine socialite Delfina Balquier were among those who posted an image of the product on their Instagram Stories.
Mrs Robbins and her husband Paramount boss Brian Robbins are friends with the Sussexes and invited them to the Bob Marley film premiere in Jamaica in January.
The couple are also friends with Ms Balquier, who is married to Prince Harry's friend Nacho Figueras - with the four together at a charity polo match in Florida last Friday.
This is the latest launch amid a trend of celebrities shifting their own food products - with Julianne Moore, Will Ferrell and LeBron James among those selling honey from their own gardens through the Flamingo Estate brand for up to $250 (£200) per jar.
Mrs Robbins posted a picture of Meghan's jam, which had the American Riviera Orchard logo and 'Montecito' underneath - the celebrity enclave in California where Harry and Meghan live in a £12million home. The label also had the words '17 of 50'.
The photo on Mrs Robbins's Instagram Stories showed the jam in her hand, and she said: '@AmericanRivieraOrchard Breakfast, lunch and dinner just got a little sweeter.'
Showing it in a basket with lemons, Mrs Robbins added: 'Thank you for the delicious basket! I absolutely love this jam so not sure I'm sharing with anyone. @American RivieraOrchard Thank you, M! #MontecitoGoodness #AmericanRivieraOrchard.'
Ms Balquier posted a similar picture on her Stories, saying: 'Strawberry jam makes me happy. And I love your jam, @AmericanRivieraOrchard.' Her label said: '10 of 50.'
The post also showed some of the jam spread on a piece of bread.
Speaking about the launch today, PR and branding expert Nick Ede told MailOnline: 'The creation of individually numbered jars of jam sent to a selected group of influential people is exactly what I thought that Meghan would do.
'The whole premise of her new brand American Riviera Orchard is to highlight the quality and origin of the locally sourced ingredients and how they have been lovingly made into jam.
'As a way of getting the brand out there and in keeping with the home-made, straight from the home aesthetic that she has gone for it works really well.'
Mr Ede also pointed out that Meghan was 'filming a new cookery lifestyle show for Netflix which will show her making things that she loves and wants to share with viewers and fans'.
He continued: 'It's not known how much the jam will cost and if it will even go into mass production but as a way of creating interest it's also highlighting the brand rather than Meghan, which will be her strategy.
'She wants people to buy into the ARO lifestyle not just her own personal brand. The look and feel of it is very home made with a stylish crest and almost handwritten brand name to keep it feeling like it's a personal present.
'The idea that she's only sent it to 50 people shows that the stock is limited and creates a demand too and interest. As a launch its low key but in keeping with their new softer, homely approach to their celebrity status and lifestyle.'
Delfina Balquier also posted a photo on Instagram and said: 'Strawberry jam makes me happy'
Delfina Balquier's video also showed the strawberry jam spread on a piece of bread
Mr Ede also spoke about who else might have been sent the jam, and why she was using friends and influencers to help with the launch.
He said: 'Sending her product to influential people is a great way of getting the brand name out there. It allows Meghan to create a buzz on social media and also for fans to see a glimpse into the lifestyles of the people she has sent the jam too.
'It also creates intrigue as to who has been lucky enough to receive the jam. I am sure Meghan will have thought long and hard as to who to send her first batch to.
'Individually numbering shows that the send out was limited edition but it does also make those who didn't get the jam feel left out perhaps too.
'I think she will have sent to some of her friends, local neighbours, influential people in the lifestyle and cooking circles and people she feels will genuinely appreciate the gesture.'
With the launch already being compared to other food products from celebrities, Mr Ede said Meghan had come up with 'a unique way of launching, but it does feel similar to the look and feel of Flamingo Estate which has been one of the most successful brands to collaborate with talent like Jane Goodall and Julianne Moore'.
The brand's logo is written in fine gold script above the word 'Montecito' - where Meghan lives
He added that there was one major difference in that for 'all the celebrity owned brands, when they send out to people of influence to post on their social media, there is a call to action to purchase'.
Mr Ede continued: 'With ARO there is no functioning website just a holding page and an email registration which means that people who want to know more have no other information and I think that this could be frustrating to potential purchasers and fans who want to know more.'
Speaking about where Meghan will have sourced the ingredients from, Mr Ede added that this was likely to have been locally.
He said: 'Meghan is a very authentic person and the whole premise of ARO is authenticity and local.
'So I think that the small batch of strawberry jam will have most likely have been sourced in Montecito and produced by hand by Meghan herself to make them feel special and thought of.'
Fans of Meghan have been left hugely excited by the launch, with one tweeting: 'I don't eat jam that much but for you Meg I'm buying some. In fact hubby and kids will eat them on my behalf.'
Another added: 'I remember learning to make jam in cookery class, so much fun, and all so yummy! I just know Meghan is absolutely loving this new era with ARO, with support from her amazing friends like Delfina.'
Delfina Blaquier with her husband Nacho Figueras alongside Prince Harry and Meghan Markle at the Royal Salute Polo Challenge for Sentebale in Wellington, Florida, last Friday
Delfina Blaquier and Nacho Figueras at Harry and Meghan's wedding in Windsor in May 2018
Tracy Robbins with her husband Paramount boss Brian Robbins alongside Prince Harry and Meghan Markle at the Bob Marley: One Love premiere in Kingston, Jamaica, on January 23
And a third said: 'It's all in the details, the ARO logo embroidery on the jam covering is exquisite.'
The Duchess is expected to officially launch American Riviera Orchard later this spring, with a source telling People magazine last week: 'Meghan finds the name American Riviera Orchard perfect. It feels authentic to her.
'She can't wait for the website to launch. She is excited about her latest, personal venture. This is something she's been wanting to do for a while. She is excited to share her style and things that she loves.'
It comes after the Duchess launched her new business venture on March 14 with an Instagram teaser.
A vintage-style video of Meghan cooking and arranging white hydrangeas and roses was posted to the new American Riviera Orchard Instagram account.
The brief video was set to Nancy Wilson's I Wish You Love and closes with the brand's logo written in fine gold script above the word 'Montecito'.
Limited information has been released about American Riviera Orchard but a trademark application filed on February 2 this year showed the company wishes to offer downloadable and printed recipe books, table wear, textiles, and jams and marmalades, according to the United States Patent and Trademark Office website.
Fans of Meghan have been left hugely excited by the American Riviera Orchard jam launch
The account had 100,000 followers just three hours after its first post – a figure which is now up to 592,000.
Meghan has not run an Instagram account since the Sussexes stepped back from royal life four years ago.
Previously, they ran a joint account @sussexroyal but announced they would stop posting in March 2020.
Last week an exclusive DailyMail.com/TIPP survey found 68 per cent of Americans were not interested in American Riviera Orchard.
Less than a fifth of voters said they were interested in the range, while 14 per cent said they were not sure.
Meghan hopes to sell products from bird seed to pet treats and gardening shears to napkin rings with American Riviera Orchard
She listed a range of items in documents sent to the US Patent and Trademark Office, also including bath soaps, curtains and yoga blankets.
And Meghan is hoping to sell scented oils, reed diffusers, fragrances and non-medicated pet grooming products such as shampoo and conditioner for dogs.
The American Riviera Orchard launch video starts with a video of a woman arranging flowers
It then fades to reveal Meghan cooking in a kitchen, with copper pans hanging over her head
The video continues with an image of a woman in a long dress, backlit through a corridor
Meghan's trademark application also appears to extend to a physical shop where items could be sold.
Some believe such merchandising could breach Harry and Meghan's agreement with the late Queen Elizabeth II not to commercialise their royal connections.
At the time of the launch last month, an insider told the Mail: 'The brand is meant to coincide with the launch of a new cookery show for Netflix.
'Meghan will be making, and selling products such as jams. At some point there will be a book and a blog.'
In February, Meghan, who is mother to Archie, four, and Lilibet, two, condemned women 'spewing hate' about other women while speaking at a festival in Texas to mark International Women's Day.
She also revealed that most of the abuse she received online was when she was pregnant.
She has not made many public speaking appearances since the cancellation of her podcast series Archetypes.
Spotify, which paid a reported £15million for the deal, axed the series in 2022 after 12 episodes 'by mutual agreement'. She has since struck a deal with another platform.
Meghan launched American Riviera Orchard just one day before her sister-in-law the Princess of Wales released an emotional video message revealing she has cancer and has started a course of preventative chemotherapy.
Kate's diagnosis came after a discovery in post-operative tests following her major abdominal surgery.
King Charles III is also undergoing treatment for cancer, which was announced at the start of February.
Last month Harry and Meghan wished Kate 'health and healing', saying they hoped the Princess and her family would be 'able to do so privately and in peace'.
In February, Harry returned to the UK after making an emergency dash from the US to see the King following his cancer diagnosis.
The Duke cleared his diary and made the journey alone, with Meghan and their children Archie and Lilibet remaining at home in California.
But there was no reconciliation between Harry and his brother William during the visit, after the Duke spent around 45 minutes at Clarence House seeing Charles.
He last appeared alongside the Windsors and the Waleses at the King's coronation, but hurried home immediately afterwards to mark his son's fourth birthday.
Since stepping down as working royals in 2020 and moving to California with their family, the Sussexes have aired allegations and grievances against the monarchy and members of Harry's family.
Prince Harry and Meghan kiss at the Royal Salute Polo Challenge in Florida last Friday
The Duke's allegations against his family appeared unrelenting in the aftermath of Megxit with his Oprah interview in 2021, and, in the months following the Queen's death in September 2022, his Netflix documentary and memoir Spare.
There were accusations of racism in relation to Archie's skin tone before he was born – with the remarks in the end alleged to have come from two senior royals – and claims Kensington Palace lied to protect William over reports he allegedly bullied Harry out of the royal family.
The Duke also accused William of physically attacking him and throwing him into a dog bowl in a row over Meghan, teasing him about his panic attacks, and, along with Kate, encouraging him to wear a Nazi uniform at a fancy dress party.
While Charles and Harry were said to still speak, William has reportedly not been in contact with his brother for an extended period of time.