She has announced that her lifestyle brand American Riviera Orchard will now be called As Ever

Meghan Markle this week announced that her lifestyle brand American Riviera Orchard would be renamed.

In a huge move, Meghan took to her newly-launched Instagram page to reveal she had ditched the name American Riviera Orchard for As Ever.

The U-turn sparked surprise among Royal fans – as well as Spanish officials who claim her new logo is similar to that of a town in Majorca.

The emblem can be seen on Meghan’s new website for As Ever, along with a photo of the Duchess of Sussex and Princess Lilibet.

It features palm tree with two hummingbirds on either side – something said to be a nod to the late Queen Elizabeth and Prince Harry.

In his controversial memoir Spare, Harry recalled how a hummingbird made its way into the family’s home shortly after they returned to the UK following the Queen’s death in September 2022.

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Harry – thought to be an avid bird watcher – wrote in his book about how it could have been a ‘sign’, Mirror reports.

He said: Soon after our return, a hummingbird got into the house. I had a devil of a time guiding it out. “

“A mate said “could be a sign, you know?” Aztecs thought [hummingbirds] reincarnated warriors. Spanish explorers called them ‘resurrection birds’.”

Fury has broken out since Meghan revealed the updated brand name and logo.

Mayoress of Poreress, a town on the Spanish island of Majorca, claims the branding is similar their coat of arms.

Xisca Mora told Spanish publication El Pais that the town’s heraldic coat of arms dates back to 1370 and its reproduction is ‘part of the idiosyncrasy of Porreres, of its heritage and cultural identity’.

She confessed they are not in a position to sue for plagiarism but said they are calling for the logo to be removed.

It is understood that as part of the process of creating the logo, Meghan’s team undertook ‘comprehensive’ global searches of registered trademarks.

Ms Mora said: “To sue for plagiarism is complicated and costly, and a small town council like ours is not in a position to fight against the English crown.

“At first, we took it as a bit of a joke because we didn’t really understand where it had come from and what their objective was in copying our coat of arms.”

A spokesperson for Meghan has been approached for comment, The Mirror said.

Meghan has ramped up promotion for As Ever by renaming her American Riviera Orchard Instagram account and sharing a new post.

It features the Duchess drizzling honey over a croissant.

A trademark application filed in February last year shows As Ever wishes to offer downloadable and printed recipe books, tableware, textiles, and jams and marmalades.

The duchess said she secured the new name in 2022.

Meghan said: “As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know, I’ve always loved cooking and crafting and gardening.”

She added: “This is what I do, and I have’’t been able to share it with you in the same way for the past few years but now I can.”

Meghan had a lifestyle website called The Tig before she married Prince Harry.