James Middleton is quite possibly the world’s only marshmallow entrepreneur.
Kate and Pippa Middleton‘s 26-year-old brother looked at the confectionary industry. He looked at how popular Instagram has become. And he thought to himself, “There must be a way to combine marshmallows and photographs.”
And so the noble visionary started his own company that prints your Instagram photos onto marshmallows and delivers them to your home. The business is called Boomf — because, as James says, that’s the sound a personalised marshmallow makes when it lands in your letterbox. Or, as he tells New York Magazine‘s The Cut, the sound you would make if you walked into a giant marshmallow.
Or, sweet James, the sound of our hearts skipping a beat when we read about your incredible marshmallow selfie empire.
Yes, we’re being completely serious.
This is not a joke.
It’s as good as any joke you could ever think up, but it’s real.
Prince William‘s brother-in-law sells personalized marshmallow squares online for a living. They look a little something-something like this: