Meghan’s five new bundles feature products already available for sale on the brand’s website, with no additional discount. However, while some fans appreciated that the matchbox comes at no extra cost, several think they’ve figured out why Meghan hyped its release. Royal News Newtowork, a user who regularly criticised the Sussex couple, wrote on X: “The As Ever matches have officially landed, and it appears that it’s just a ploy to sell stubborn inventory. At least she’s not adding an extra cost for the matches.

“Could it be that Meghan is learning? Probably not as discounting and sales would be the much smarter move than paying for a cheap tag along product for her bundles but Meghan’s stuck.”

They added: “Her solution is endless bundles, which reveals the weakness of products as they can’t sell on their own, so Meghan has to bundle and add a limited edition piece to help.”

Another one asked: “So, people are actually paying for the brand, for the name and not the actual products? These prices are insaaaane!! Bundles or not.”

A third user opined: “If people don’t want her candles (and really who wants something based on her birthday or kids) then matches won’t do it.

“I feel like she just needs to slash prices before everything expires and either reevaluate or find something else to do.”

A fourth one commented: “It’d be nice if the bundles even had 5% off the combined total. But nope. Just x2 individuals.”

A fifth one then said: “If no one wanted the candles before- I’m not sure adding matches is going to be the solution.”

A sixth one blasted: “The prices are wild.”

As Ever announced the new launch by sharing pictures of the new products on Instagram, with the message: “Introducing our new curated sets featuring the limited edition As ever matchbox.

“Small details for setting the mood. Thoughtfully designed for slow mornings, quiet evenings, and the moments in between.”