The Duchess of Sussex may have set the tills ringing with the latest ‘As Ever’ merchandise, but her new apricot spread has been savaged by critics – within hours of going on sale.

Champion jam-maker Donna Collins said: ‘It’s a real disappointment that Meghan is selling a fruit spread, which is what you make when your jam fails. In the jam industry a spread is what we call something that didn’t work.

‘It can have the best ingredients, but if I had a jam that was too runny, I’d slap a label on it and call it a spread. There’s no excuse for this. It should be perfect.’

Ms Collins, who owns Jelly Queens jam company and has won more than 40 world championship honours in jam-making competitions, also queried the ingredients in Meghan’s spread.

The jars, sold in keepsake packaging for £10 or plain for £7, list conventionally grown apricots, dried organic apricots, organic pure cane sugar and fruit pectin. 

‘Why should she include conventionally grown apricots, which will have used pesticides?’ said Ms Collins. ‘And why is she using pectin, which is a gelling agent, unless it’s because her spread was too runny? Most spreads don’t use pectin.’

Meghan launched her ‘As Ever’ brand in April with a raspberry spread, which critics attacked for being ill-suited for spreading on bread or toast.

Many fans who jumped online the moment Meghan’s ‘As Ever’ products went up for sale on Friday were disappointed to learn the apricot spread had sold out.

Meghan Markle (pictured) launched her ‘As Ever’ brand in April with a raspberry spread, which critics attacked for being ill-suited for spreading on bread or toast

Donna Collins, who owns Jelly Queens jam company and has won more than 40 world championship honours in jam-making competitions, queried the ingredients in Meghan’s spread

Meghan’s As Ever products including her jam launched in April and rapidly sold out

Ms Collins added: ‘Her apricot spread sold out in minutes, just like her earlier raspberry spread, which may mean they only made a small batch.

‘I don’t know who’s making her spread, but we all know it’s not Meghan. It sounds like they really don’t know what they are doing.’

Maureen Foley, owner of Red Hen Cannery near Montecito, said she suspected Meghan wanted to make a spread to take advantage of marketing opportunities. 

‘She may be smart trying to fill a niche,’ said Ms Foley. ‘Spreads can be sweet or savoury, and used on dishes for all meals, so perhaps it’s just clever marketing.’