An Instagram page and website for American Riviera Orchard went live without advance notice on Thursday, both featuring a gold-coloured crest for the new venture.

The logo features the word “Montecito”, the celebrity enclave where the couple have lived since 2020, which is close to Santa Barbara – itself sometimes known as the American Riviera.

The social media account’s biography simply reads: “by Meghan, The Duchess of Sussex” (sic). A representative for the duchess confirmed her participation in the new venture to AFP, without providing further details.

American Riviera Orchard appears to be a kitchen- and lifestyle-themed brand. Thursday’s launch was accompanied by a grainy, retro-style promotional video in which Markle is seen arranging flowers and baking in a kitchen.

A mailing list offered users the chance to sign up to become “the first to know about products, availability, and updates from American Riviera Orchard”.

Harry and Markle, who is American, quit royal duties in 2020 and relocated to California. Their official @sussexroyal Instagram account has not posted since then.

Markle’s personal social media accounts and former lifestyle blog were both closed before the couple married.

In recent years, the couple have pursued a variety of media ventures, criticising the royal family in a Netflix documentary series and Harry’s blockbuster autobiography “Spare”.

The couple had a Spotify exclusive podcast deal, which came to an end last year after just one show.

Netflix also dropped an animated series created by Markle, but an executive for the streamer in January said multiple projects from the couple, including a movie, remained “in very early development”.