Imagine that you are 'Little Miss Perfect', and you are looking for a factory that will make some jam for you.
The one you find (allegedly The Small Batch Jam Co of Pacifica California) already makes expensive jam, so you consider the factory ideal.
Miss Perfect (let's call her MM) asks them to make some Strawberry 'Spread' for her; not 'Jam'. She wants it runny, and she promises to make sure it sells well by suggesting a 'Royal' name. The brand name for the jam (spread) is to be 'As Ever' (an anagram of Arse EV; EV = Exceptionally Vengeful).
MM wants fancy packaging, regal looking art work, and an overall feel of luxury to fit in with how she sees herself. She wants to charge a lot of money for it, and wants people to think that they have been privileged to buy it. This is to be a 'spread' above all other spreads (even though it's just ordinary runny jam), and she intends to become very rich by putting her name on it.
MM wants her clients to believe that the spread has been made in her own kitchen, so the actual factory location must be kept a secret. A secrecy deal is made!
The launch date is revealed; not unlike some Hollywood blockbuster movie hitting the screens. A few celebs are chosen to receive complimentary jars of the new jam (sorry 'spread'), and there is a tension in the air as jars are opened at various nouveau riche breakfast tables across California. Jam-expert young actresses give their opinions, and the jam (sorry 'spread') is declared OK, but no more! The fact that it's runny annoys some, but in general it's said to be almost as good as Bonne Maman, or Welch's; although the price of $14 for just 215g is said to be excessive.
Miss perfect is also said to be producing Flower sprinkles (whatever they are), Shortbread Cookie mix (Betty Crocker?), Honey, and Tea Bags; all produced from 'her own imaginary kitchen'.
I will give MM one piece of advice; don't try selling in the UK. People here are not that gullible. We like our Jam not to dribble off our toast, we like our Shortbread biscuits to be ready-made from Scotland, we like our Honey to come from a small producer at a Farmer's Market, we want our Tea to come from Twining's, and as for the Flower Sprinkles (whatever they are) I suggest they are sprinkled somewhere else!