Once a charismatic prince, a decorated military veteran, and a global advocate for mental health and veterans’ causes, **Prince Harry** now finds himself in a role few could have predicted: enthusiastically promoting — and personally sampling — his wife Meghan Markle’s premium-priced chocolate bars as part of her ever-expanding **As Ever** lifestyle brand. In a recent Instagram video shared by Meghan, the Duke of Sussex appears barefoot and beaming in their Montecito mansion as she surprises him with a selection of the brand’s latest confections, leading him to exclaim “Oooo, yes please” before choosing the white chocolate variety. The clip, meant to showcase domestic sweetness ahead of Valentine’s Day, has instead become a stark symbol for critics: the dramatic fall from royal heights to celebrity spouse hawking luxury treats.
The chocolates in question — part of As Ever’s Valentine’s Day collection launched in late January 2026 in collaboration with upscale Los Angeles chocolatier Compartés — include flavors like Dark Chocolate with Raspberry Spread and Sea Salt, Milk Chocolate with Shortbread Cookies and Bee Pollen, White Chocolate with Flower Sprinkles and Hemp Hearts, and a new Strawberry Spread Dark Chocolate with Champenoise Brut. Bundled sets retail for $62, with individual bars priced around $14 (up from $12 in previous drops), positioning them firmly in the “overpriced gourmet” category. While Meghan’s team touts quick sell-outs and calls the line “a love letter in chocolate,” detractors see it as yet another extension of a vanity project that relies heavily on Harry’s lingering star power to move product.
This isn’t Harry’s first foray into supporting Meghan’s brand endeavors. From appearing in promotional imagery to lending his name and image to Archewell initiatives, the prince has consistently played the supportive role since the couple’s 2020 exit from royal duties. But the chocolate promotion feels particularly poignant — a far cry from his days flying Apache helicopters in Afghanistan, co-founding the Invictus Games, or addressing the United Nations on pressing global issues. Royal watchers and longtime observers point to this as the clearest evidence yet of how far the once-mighty prince has descended: reduced to an enthusiastic taste-tester and informal salesman for a lifestyle line that’s repeatedly faced questions over inventory overstock, free giveaways at Netflix offices, and accusations of manufactured scarcity.
The irony runs deep. Harry, who once spoke eloquently about breaking free from the constraints of royal life to pursue authenticity and independence, now appears tied to propping up Meghan’s commercial ambitions. The As Ever brand — originally launched as American Riviera Orchard before a rebrand — has expanded from jams and flower sprinkles to wine, candles, teas, and now these premium chocolates, all marketed as “thoughtfully made” and “curated for sharing.” Yet reports of excess stock (including earlier claims of overflowing storage at Netflix HQ and products handed out to employees) contrast sharply with the limited-edition hype. Critics argue Harry’s visible endorsement — grinning as he selects a bar in a home video — is less about genuine excitement and more about bolstering a venture that struggles to stand on its own without the royal-adjacent glow.
For many, this moment encapsulates the broader Sussex narrative: a prince who walked away from centuries of tradition, duty, and global influence, only to end up in the orbit of celebrity branding and seasonal drops. The Invictus Games founder, who once commanded international respect, now features in clips that feel more like influencer content than princely gravitas. Social media commentary has been unforgiving, with users labeling it “the ultimate fall from grace” and questioning whether this is the independence Harry envisioned when he penned *Spare* or stepped back from the Firm.
Meghan’s defenders highlight the couple’s entrepreneurial spirit and the joy of building something together, noting that the chocolates sold out quickly in prior drops and represent creative collaboration. But for detractors, the optics are undeniable: a former senior royal, sixth in line to the throne at birth, now reduced to domestic cameos promoting high-end sweets at premium prices — all to sustain his wife’s latest passion project.
As Valentine’s Day approaches and the chocolate collection continues to generate buzz (and backlash), one thing stands clear: Prince Harry’s journey has taken a turn few royal historians could have scripted. From palace balconies to Montecito kitchens, from global stages to Instagram Stories — the mighty have indeed fallen, one overpriced chocolate bar at a time. 🍫👑
