Meghan's Dog Pula Hints at As Ever Pet Toys

Meghan, Duchess of Sussex may have let her dog make the announcement.

In an Instagram Story noted on Oct. 1, her black Labrador Pula walks toward the camera with a small plush toy in her mouth. The toy looks like a jar of raspberry spread from As Ever, her lifestyle brand centered on jams and home goods. Town & Country reported the clip as a possible early look at pet products.

Pula did the honors. She has been with Prince Harry and Meghan since 2018, when the couple adopted the black Labrador. She is now one of two dogs in their California household.

The other is Mamma Mia, a beagle rescued in August 2022. The family previously had another rescue beagle, Guy, who died in early 2025. Meghan has spoken often about rescue dogs, and they have been a steady presence in her public life from Toronto to London to the United States.

The idea of As Ever for pets is not new. The early trademark application for American Riviera Orchard, the first name for the business before it was renamed As Ever, listed pet accessories among the product categories it might one day cover. A filing does not mean a product is coming. It does show the brand was thinking about that lane early on.

Dogs have already been part of the brand story on screen. In an episode of With Love, Meghan, her lifestyle show, Meghan makes a batch of homemade dog biscuits for guest Delfina Blaquier. The segment fits the show's focus on simple cooking, hosting and gifts made at home.

What makes this stand out is how small the hint was. No caption announced a launch. No link followed. Just Pula, carrying a soft version of one of As Ever's best-known products. For fans, this means watching the brand's shelves. If dog toys arrive, Pula already gave them a test run.