Buckingham Palace posted an advert for its strawberry preserve – days after Meghan Markle’s American Riviera Orchard brand unveiled its strawberry jam.
Meghan, 42, has sent 50 jars out to high-profile influencer friends with pictures of the product soon emerging on social media.
But the Palace shop has now shared its own advert for its own strawberry preserve.
It says it is “delicious in the morning” or “the perfect accompaniment” to a Victoria sponge or a scone.
An Instagram reel promoting the product suggests four ways Palace fans can enjoy the £3.95 treat – including on crumpets or on their croissants.
Each jar of preserve features the Royal Coat of Arms, which bears the motto of the Order of the Garter, “Honi soit qui mal y pense” – translating to “shame on him who thinks evil of it”.
Meghan is yet to announce how much a jar of American Riviera Orchard jam would set customers back.
The company aesthetic has been compared to luxury celebrity food brands.
Social media users have been quick to point out the decision to promote a strawberry preserve on the palace shop Instagram account.
One said: “Is it just me that loves the subtle shade?”
Another, referencing the Duke and Duchess of Sussex’s Montecito home in California, commented: “Wait! Did the Palace just subtly troll Ms. Montecito”
A third said: “Oh my – the war on Insta-jam has begun.”
Meghan launched American Riviera Orchard on March 14, with a new Instagram account and a sleek website shared on the day of launch.
While it is yet to be seen if the jam will be marketed publicly, former BBC royal correspondent Michael Cole believes the former royal might try and market the jar for £200 each.
He told GB News: “I’m not sure a single jar has been sold yet and we don’t even know what the price is going to be.
“There’s a celebrity supermarket called Erewhon which is nowhere back to front and they sell jars of honey that have been made by the bees owned by celebrities for up to £200 ($250) a jar.”
