HuffPost has swooned over James Middleton before, and now we have another tasty excuse to do it again.
As it turns out, Middleton (yes, brother of Duchess Kate), is the sugary startup genius behind Boomf, the English marshmallow company that takes personalization to a whole new level. Boomf, which describes its "magical mallows" as "confectionary for the digital age," allows buyers to personalize their marshmallows with their Instagram photos. The company's own Instagram looks delicious, and provides the ultimate proof that we need to get our hands on these somewhat expensive confectionary delights.
While it may seem like Middleton is just stepping out of his Royal sister's shadow, this actually isn't his first foray into the baked goods startup business. Just after dropping out of college, Middleton formed his first bakery business called The Cake Kit Company, but Boomf has already proved a more successful venture for the 26-year-old.
And further proving to us that he is a "New Age Willy Wonka," Middleton told The Cut that he's present for every part of the marshmallow making process, from the personalization to the taste-testing (to read the entire interview, click here).
All we can say is, James -- if you're reading this -- we'd love a box of Prince George marshmallows if you could get around to it. Oh, and feel free to deliver it yourself if you're in the States?
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