'Wholesome goodness handmade in Balmoral': King Charles III launches luxury dog biscuits and tweed petwear in subtle challenge to Meghan Markle's lifestyle brand As Ever
The monarch, 76, announced the new product on August 1 as part of his Balmoral Pet Collection.
"Hand-baked in the Balmoral Castle kitchens, these 100% natural biscuits are lovingly made in small batches using wholemeal flour, egg, and chicken stock," Balmoral Castle said in a social media post.
"Each bag contains 75g of wholesome goodness your dog will love."
The biscuits are part of a wider collection of luxe dog accessories, including a Balmoral tweed collar for £32 (AUD $65) , a matching lead for £40 (AUD $82), a tweed treat bag for £30 (AUD $61), and a coat of arms dog bowl priced at £28 (AUD $57).
Over at Sandringham, a £45 (AUD $92) "Happy Hound" tweed dog coat has also been unveiled.
Sold through the estate's gift shop, the coat's listing reads: "Stylish, machine washable and with a water layer, the Sandringham tweed dog coat is perfect for frosty winter walks."
The pet collection was reportedly inspired by Charles' new canine companion, Snuff, a Lagotto Romagnolo, a rare Italian breed known for its truffle-hunting abilities.
Snuff is the King's first personal pet in over two decades, following the death of his Jack Russell terrier, Tigga, in 2002 at age 18.
Meanwhile, Queen Camilla also added a new member to the royal pack in May, adopting a rescue puppy named Moley from Battersea Dogs and Cats Home.
The late Beth, one of the Queen's beloved rescue terriers, also came from the same shelter, as did Bluebell, who still lives at Clarence House.
Moley now appears to be the furry face of the new pet range, fronting the packaging of the dog biscuits, which seem to be made from recyclable material.
The launch comes as Meghan Markle continues to build her own lifestyle empire under the As Ever brand, which previously teased the launch of dog treats, but has yet to release them for sale.
Earlier this year, the Duchess of Sussex, 44, whipped up a batch of peanut butter dog cookies during her With Love, Meghan cooking series on Netflix.
The treats were for her friend Delfina Blaquier's dog, Nina, as well as her own late rescue beagle, Guy, who sadly died in January.
"They provide us with unconditional love, so they get unconditional peanut butter dog biscuits," Meghan said during episode four of the show.
She has previously sent her homemade dog treats to the Figueras family, with Blaquier sharing a snap of the signature cursive labelling and packaging on Instagram in June.
While Meghan often posts her favourite lifestyle picks on her curated 'Shop My' Instagram account, no animal-related items have yet been linked to the page, nor have any dog products appeared on the official As Ever site.
Instead, her brand has so far focused on pantry-style goods and vintage wines.
The latest launch, announced on her birthday on Monday, is a new vintage of her Napa Valley Rosé.
"Today, our founder celebrates another year (Happy Birthday, Meghan!) and tomorrow, we're raising a glass to celebrate our newest release," read an As Ever email sent to subscribers.
"We've worked thoughtfully to bring these exceptional bottles to you, and more of your other favourite As Ever products are also being restocked shortly."
The wine has sold out twice since its initial debut.
Other products on the site, including herbal teas, cookie and crepe mixes, flower sprinkles and fruit spreads, are currently sold out, although a new batch of raspberry spread is listed as "coming soon", with a six-jar-per-person limit.
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