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Kate Middleton’s Brother Owns a Company that Prints Your Pictures on Marshmallows

Kate Middleton’s Brother Owns a Company that Prints Your Pictures on Marshmallows


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Boomf, the photo marshmallow company based in London and Reading, has a special connection to the royal family

If you were wondering, “Boomf is the sound of the mallows landing on your doormat.”

A London-based company called Boomf wants you to eat the ones you love — by having their photos printed on marshmallows. Previously, Boomf has been hired by Victoria’s Secret to help introduce a new collection and once helped a man propose to his girlfriend using a giant marshmallow, or “Monster Boomf,” but the most interesting tidbit about this company that’s likely not been on your radar is the fact that Boomf has a not-insignificant connection to the British royal family.

In fact, Boomf is the brainchild of Andy Bell and James Middleton, the brother of the Duchess of Cambridge, Kate Middleton.

According to Boomf’s biography, Middleton started the company sometime after his two earlier companies, the Cake Kit Company and Nice Cakes, which printed pictures on cakes, failed to turn as handsome a profit as he’d hoped. At age 24, Middleton realized “people like cakes with photos on but don’t want to pay for delivery,” and began experimenting with “creating something foodie with a photo that is lovely and that can fit through a letter box.” Thus was born the photo marshmallow.

And if you were wondering why the company is called Boomf, it’s because “Boomf is the sound of the mallows landing on your doormat.”

Though based in the U.K., the company does ship worldwide, and if you’re looking for reasons to send someone a marshmallow face, Middleton once suggested this to The New York Times: “If your friends have broken up with their boyfriends, get them a box of marshmallows with their ex on it, and they can then go and sort of sit over a campfire and roast them, and they get closure.”


Kate Middleton's face on a marshmallow? Her brother James invents printable sweets

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James Middleton is the Willy Wonka of marshmallows

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Kate Middleton has one of the most famous faces in the world, and now thanks to her brother we could be seeing it printed on an entirely different kind of canvas - a marshmallow.

James Middleton is determined to hit the big time by combining selfies and sweets with Boomf, a confectioner that lets customers print Instagram pictures on one of the squidgy treats.

&ldquoWhen you see yourself on a marshmallow or your loved one or your pet, you have a little moment with that little marshmallow," he told fashion website The Cut. "There aren&rsquot many products in the world like that.&rdquo

Kate's siblings Pippa and James Middleton during the Diamond Jubilee

The 27-year-old is selling boxes of nine vanilla marshmallows, 4cm by 4cm, for £15, printed with the Instagram picture of your choice.

Kirsty Allsop tweeted: "Sometimes you order new things & they disappoint. Other times they are a HUGE success @boomf".

This isn't James' first foray into the world of treats. He founded the Cake Kit Company in 2011, soon following it up with Boomf in December 2013. And he's done his time with the Middleton family business, Party Pieces.

A close-up of one of James Middleton's printed marshmallows

The entrepreneur, who's in a relationship with Donna Air, says he discovered printing techniques with edible inks and thought marshmallows were the "most fun" thing to offer.

I just enjoy it so much. You have to eat, sleep, and dream your passion, otherwise it’s not a passion

James Middleton

"There&rsquos so much fun we can have with it, because you can give them to somebody that&rsquos been dumped by their boyfriend, so they can burn their ex on a campfire, or you can have your ideal person dunked in hot chocolate, and you can give them to your grandmother."

He even invented his own recipe and welcomes the chance to become the Willy Wonka of marshmallows.

"There are times when it&rsquos stressful and hard work and you think to yourself, how did you ever come into making marshmallows with selfies on them? But I just enjoy it so much. You have to eat, sleep, and dream your passion, otherwise it&rsquos not a passion."

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But he reveals that parents Carole and Michael were less than convinced by their son's business idea: "I remember seeing them that one weekend and saying, look what I&rsquom working on, and the look on their faces was just sort of like, 'What&rsquos he doing this time?'"

Who else in his family is a fan of his new project? George "hasn't tried one yet" and he's "too young".

And he says he'll never get sick of them, "Marshmallows are sort of like an essential candy. They&rsquore pillows of sweetness."


Kate Middleton's Brother Is Turning Instagram Photos Into Edible Selfies

The youngest of the Middleton children, James, has a business that's booming: Turning Instagram photos into edible treats.

The Duchess of Cambridge's brother, according to CNBC, owns 45% of a company called Boomf. Boomf prints photos onto marshmallows. Think of it as the new, cooler version of putting photos on grocery store sheet cakes.

Boomf launched in 2013. Andy Bell, the CEO, told CNBC that the "interest from both individual consumers and large corporations" has been wild and overwhelming.

For $26, you can transfer 9 Instagram images to 4cmx4cm marshmallows and they'll be delivered to your doorstep.

First, you connect to Instagram. Boomf gives you some tips:

Then you choose 9 photos from your feed. I picked a bunch of Mookie and Reilly, the two main dogs in my life.

Then you order. And the shipping is free!

"[Boomf is] a collaboration of technology and food. We wanted to experiment with how we could combine the two," Middleton told CNBC in an interview. "We're taking confectionery into the modern era."


Kate Middleton’s Brother Owns a Company that Prints Your Pictures on Marshmallows - Recipes

Boomf, he believes, demonstrates his business credentials. Turnover at the firm, of which he owns 35 per cent, will pass £2.5 million this year. The gross profit margin is a tasty 65 per cent. And a recent fundraising valued the group at £10 million.

'How can you judge whether someone is a failure? I just do not feel it has been reported fairly or honestly,' says Middleton.

'I can take flak about my beard or from someone not liking what I do. But when I have employees who read something in the gossip columns that is hurtful to them I become passionate. I want them to have confidence and feel safe and secure in their job.'

The headquarters of Boomf are tucked away on a secluded single-track road in Berkshire, among a clutch of former farm buildings converted to offices and factories.

The Middleton family home is not far away and the family business, Party Pieces, set up by James's parents, is in a next door building.

In Boomf's barn a team of workers are putting marshmallows through printers designed to put photos on confectionery.

But the modifications to print on marshmallow and process every order are Boomf's own creation.

At this busy time of year, 27 staff are at work, with the first shift coming in at 5.30am. Middleton – dressed in jeans and an open-neck shirt – demonstrates every piece of kit himself.

He is determined to prove he is a hands-on businessman with real business credentials.

'This is my third company. I had the Cake Kit Company and then Nice Cakes. But they did not fail,' he says urgently. 'When you first go into a job, you start at the bottom and work your way up – you learn.

'With the Cake Kit Company, I had difficulty scaling it up. I learnt from that and applied the lessons at Nice Cakes.

'Then you find other issues. You can't fit a cake through a letterbox, cakes are fragile and so on. So that developed into marshmallows.

'So those companies shut down, but I shut them down myself and did so with my head held high. I learnt so much from them. That is important. This company has taken off.'

Mucking in: The headquarters of Boomf are tucked away on a secluded single-track road in Berkshire, among a clutch of former farm buildings converted to offices and factories

POWER NAPS AND NIGHT SHIFTS FOR THE SWEET ENTREPRENEUR

I get up at 7.30 to take the four dogs out. I’m at work by 9.30 and have lunch at my desk. I leave at 6 or 7 to beat the traffic. I drive to and from London as it’s faster than the train. But we are currently running night shifts, so tonight with 20-plus of the team I’ll work through the night. I’ll clock off at 5, find a corner for a power nap and bite to eat – then back to work.

What was the best business advice from your parents?

Go with your gut. Let intuition make decisions. Don’t be too calculating.

What is your proudest business achievement?

Having a robot – it’s a childhood dream. But Boomf gets me excited every morning I go to work.

What is your worst business mistake and what did you learn?

Trying to do everything myself. Sharing responsibility allows you to do what you do best really well.

What are your best skills?

That’s more for somebody else to say. But product innovation is one of my skills. And the practical element of the business, getting 4,000 boxes out the door all personalised, to the right people all in less than 12 hours.

How often do you trim the beard?

I trim it every couple of months, but I wash it most days.

It would be easy to mock this talk of cakes and letterboxes were it not for the fact that Boomf has indeed taken off.

The 'chief edible officer' of Boomf is Andy Bell, who has run a digital media company, and its chairman is Nick Jenkins, the multi-millionaire founder of card-maker Moonpig and best known as one of the judges on BBC's Dragons' Den.

As well as being chairman, Jenkins has invested in Boomf and owns about 4 per cent of the company.

Last year Boomf raised £1 million from new investors, including Jenkins. It is currently trying to raise a further £1.25 million and has so far secured £725,000.

New investors include Jo Staveley, who was formerly managing director at Cath Kidston and LK Bennett, and Duncan Jennings, the founder of VoucherCodes.

These are renowned business people and Middleton insists their investment is serious.

'This is not a business propped up by friends and family,' he says. 'That calibre of investors do not just give hand-outs. They are people who want us to make a return for them.'

The Middleton family pictured with the Royal Family in an official christening photo for Prince George, the Duke and Duchess of Cambridge's son and James' nephew

Turnover is predicted to reach £18 million in a couple of years – and sales are growing at a remarkable rate. Christmas sales this year will be £1 million and the company saw record daily sales last week. A key factor has been TV advertising.

Family: James with his sister Kate

'Nick Jenkins was the one who gave us the confidence to go the route of TV advertising,' says Middleton.

Boomf spends £400,000 a year this way and Middleton pulls up a graph of sales on his PC showing a few huge spikes. He says: 'That is when we do a TV ad – when we sell £40,000 a day. Our base is £3,000 a day.'

The international market is also growing fast. In a larger barn Middleton picks up a few packages awaiting delivery to France, the US, Hong Kong and Taiwan. He says: 'We sold in 144 countries this year.'

Each £15 box contains nine marshmallows, with images printed on them that customers have uploaded via the Boomf website. A3-sized marshmallow slabs arrive regularly from Belgium to be cut by a robot.

'It was built for us in Leicestershire,' says Middleton, showing off the device dubbed Ra Ra by staff, which cost over £100,000. 'It will have paid for itself in 12 months.'

Of course, some customers have pushed the boundaries of taste. 'We've had some obscene images. We won't do those,' says Middleton.

Boomf is already thinking to the future. Personalised bunting is coming soon, to be followed by personalised voice messages programmed on to a chip which activates when your marshmallow box is opened.

According to Middleton, Boomf is already on the verge of being profitable after two years of operation.

Though Party Pieces is literally next door, Middleton makes clear Boomf has no links to Party Pieces. If the family had invested it would have led some to the wrong conclusions, says Middleton, adding: 'It is not about getting a hand-out.'


You Can Go on a Tour of Scotland With (Sort of) British Royalty

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If you&rsquove always dreamt of being a prince or a princess, we can&rsquot help you. But if the slightest glimmer of royalty will do, we may have found the perfect way for you to realize your childhood dreams.

James Middleton &mdash younger brother of Kate, the Duchess of Cambridge &mdash will now be working as a tour guide at the Glen Affric Estate in Scotland, according to The Daily Mail.

After co-founding and serving as the &ldquoWonka-in-Chief&rdquo at Boomf (a company that prints Instagram pictures onto marshmallows and has reportedly lost $3.9 million), Middleton is switching gears and trying something less, well, &ldquofluffy.&rdquo He will be trading in his life as an entrepreneur and relocating to the Scottish resort owned by the father-in-law of his sister, Pippa Middleton.

While James Middleton&rsquos new position may seem a bit unexpected, it aligns well with his interests.

&ldquoThe countryside is where I&rsquom happiest, and I&rsquoll be taking my four dogs to Glen Affric with me,&rdquo Middleton said in a recent magazine interview, according to The Daily Mail.

The 10,000-acre Glen Affric Estate is nestled in the Scottish Highlands National Nature Reserve and boasts a restored Victorian-era lodge. Perfect for travelers in search of solitude and quiet, guests can fill their days with traditional Scottish &ldquopursuits&rdquo such as red deer stalking, trout and salmon fishing, clay pigeon shooting, hiking, canoeing and Highland pony-riding.

And hanging out with sort-of royalty, of course.

The British tabloid also reported that Pippa&rsquos husband, James Matthews, will likely inherit the estate from his father, which means Middleton may one day report directly to his brother-in-law &mdash and his sister. The Matthews family also owns Eden Rock-St Barths, an exclusive Oetker Collection-managed resort in the Caribbean.

A three-night stay for eight at Glen Affric Estate costs more than £10,000 (over $13,000 USD) &mdash so be sure to round up a handful of your friends and family members to make your fairytale dreams come true.


Kate Middleton's Brother Is Turning Instagram Photos Into Edible Selfies

The youngest of the Middleton children, James, has a business that’s booming: Turning Instagram photos into edible treats.

The Duchess of Cambridge’s brother, according to CNBC, owns 45% of a company called Boomf. Boomf prints photos onto marshmallows. Think of it as the new, cooler version of putting photos on grocery store sheet cakes.

Boomf launched in 2013. Andy Bell, the CEO, told CNBC that the “interest from both individual consumers and large corporations” has been wild and overwhelming.

For $US26, you can transfer 9 Instagram images to 4cmx4cm marshmallows and they will be delivered to your doorstep.

First, you connect to Instagram. Boomf gives you some tips:

Then you choose 9 photos from your feed. I picked a bunch of Mookie and Reilly, the two main dogs in my life.



Then you order. And the shipping is free!

“[Boomf is] a collaboration of technology and food. We wanted to experiment with how we could combine the two,” Middleton told CNBC in an interview. “We’re taking confectionery into the modern era.”

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Kate Middleton's brother James accused of ⟊shing in' on Archie Harrison

James Middleton has been accused of exploiting the royal baby to sell his products. Photo / Getty Images.

The Duchess of Cambridge's brother James Middleton has made a cringeworthy attempt to cash in on Prince Harry and Meghan Markle's new son Archie.

James, 32, sent regular customers of his gift company Boomf an email full of jokes and references to Archie Harrison Mountbatten-Windsor just three days after the baby was born, in an attempt to sell his products.

The email, to thousands of customers, was titled: "Boy oh boy that was a surprise!" and included baby 'emojis' in the title.

/>James Middleton with his mother Carole at his sister Pippa's wedding. Photo / Getty Images.

It went on: "It's a royally exciting week to become a new parent (wink wink)."

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"Every parent deserves to have their little prince or princess showered in colourful confetti. Celebrate and congratulate them by sending something a little bit different (we kindly recommend popping over and sweeping up the confetti whilst everyone is sleeping though).

"P.S Don't worry, no babies were harmed in the making of this video, we promise!"

/>Meghan Markle and Prince Harry welcomed their first child Archie earlier this month. Photo / Getty Images.

'The email is illustrated with a short video clip of some of the confetti products and a mother with two young children.

The email went on to list products such as the 'Bomb of Joy' which erupts with confetti once the recipient opens the envelope.

It was captioned: 'Just like a new baby, our Boomf Bomb will bring an explosion of joy, laughter and let's face it, a tiny bit of fear.'

Other items advertised included personalised marshmallows, 3D 'flutter cards' and fold-up animal characters.


According to the royal family's official website, Kate is a "keen photographer" and an honorary member of the Royal Photographic Society.

The duchess also has an interest in the visual arts, design, and textiles, which inspired her to become the first royal patron of London's Victoria and Albert Museum in March 2018.

Over the years, Kensington Palace has shared some of Kate's professional shots online, which are often of her children, Prince George, Princess Charlotte, and Prince Louis.


Kate Middleton’s Brother Owns a Company that Prints Your Pictures on Marshmallows - Recipes

Well, this is something. The Daily Mail got the tip from a “whistleblower” at Boomf, James Middleton’s sad marshmallow company. In previous months, I’ve wrongly said that I believed Boomf had been quietly folded, but no – it’s still a business and it’s still losing money hand over fist. James talked about how his learning disabilities, ADD and clinical depression all affected his attempts to run Boomf. He doesn’t even seem to be running Boomf full time – he got a job as a tour guide at his brother-in-law’s Scottish estate last fall, and he seems to spend much of his time in Scotland now. My point is that while Boomf is James’ company, he clearly hasn’t had much to do with the day-to-day operations of his failing business for months. So how much of this is on James? The Daily Mail says that Boomf has been making Nazi marshmallows. I CANNOT. (It’s a serious subject but now I’m laugh-crying about Nazi marshmallows.)

The company of Prince William’s brother-in-law is allowing Nazi propaganda and anti-Semitic hate mail to be peddled through it, MailOnline can reveal today. The Nazi hate mail is being printed on personalised gift boxes at a company owned by Kate Middleton’s younger brother, an investigation sparked by a former employee has revealed. The whistleblower revealed how James Middleton’s gift company Boomf – based in the Berkshire village of Ashampstead Common – shipped out a confetti-filled box with a swastika, even after it was pointed out that it could be a hate crime.

The whistleblower had worked at Boomf before she quit in disgust after seeing the gift box get sent out with the anti-Semitic image on it. She said that despite taking the offensive box off the production line to show to senior staff and claiming that sending it could be a hate crime, she was ignored when a manager passed the box back down to another worker and she watched it get sent out.

As part of an investigation, a news agency ordered a similar Boomf box featuring a swastika and other offensive imagery, which was received as requested last week. The Boomf box was designed to be obviously unacceptable to test whether Boomf responsibly cancelled orders, which the firm’s terms and conditions state it can do. But the company still produced the box, which includes the image of a swastika, concentration camp gates, Jewish graves and the neo-Nazi slogan ‘Blood and Soil’.

A Boomf spokesman told MailOnline: ‘This should not have happened. We are a small company processing over half a million images a week, but we are reviewing our policies and processes to make sure this cannot happen again.’

*wipes tears away* Oh, so Boomf isn’t making Nazi Marshmallows after all. They’re making Nazi confetti and Nazi boxes and other terrible “gifts” for the crafting, twee Nazis out there. I mean, as soon as I saw a swastika, I would be out of there too. But good lord, Boomf is really doing the MOST for their Nazi clientele, huh? Anyway, most of the DM piece is the whistleblower telling her story, which is awful and it shows how poorly Boomf is run. Boomf is operated out of an ancient warehouse with no central heat, and the workers have to use space heaters and blankets most days. The whistleblower also has tons of shady sh-t to say about James Middleton:

‘The person that owns it is James Middleton. These are the in-laws of our future King. Of all people I think they should be more aware of what’s going in and out. Where we live, they do have quite a degree of stature around here, we know Carol Middleton from Party Pieces, you’d think they’d take that extra precaution of training their staff.’

James Middleton’s company recorded losses of £3million between 2015 and 2018. The whistleblower said he only came in once from his Chelsea address in London to visit the site of Boomf while she was there. She said: ‘James came in once. He literally breezed in, I only know him because I Googled him. You could see when he came in, he came in with his posh Land Rover and his Chelsea boots. Swanned around for about five minutes and then left and in the three weeks we were there only ever saw him for about ten minutes. When he walked in the door, the first thing I said was that’s gotta be James Middleton because he’s still got his silver spoon in his mouth. He had Louis Vuitton boots on and Armani jeans. The rest of us had 20 layers and woolly hats and thermal gloves on. He had a Ralph Lauren shirt and was all ‘look at me’, swinging his Range Rover keys about.’

Well, that’s not on brand. Oh, the Middletons are going to absolutely lose their sh-t. The Nazi stuff is bad enough – although I’m sure it will be swept under the rug soon – but the characterization of James Middleton as a foolish, showy, privileged, haughty incompetent? Well, that’s not on-brand for the Middletons.


James Middleton makes Instagram public – take a look at his intimate pictures

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Kate Middleton's brother James enjoys drive through the country

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Kate Middleton&rsquos, 37, brother James Middleton, 31, has switched his Instagram account to public and he&rsquos already raked in 15.6k followers. James has been active on the social media site since 2013, with a whopping 181 photos posted throughout this time. And fans have already quickly rifled through his page to search for any photos of his royal sister, the Duchess of Cambridge and future Queen Consort. While Kate doesn&rsquot make an appearance on the site, there is a photo featuring his other sister, Pippa Middleton, 35, after they completed a 3,000-mile cycle across America in 2014.

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While Kate doesn&rsquot make an appearance on the site, there is a photo featuring his other sister, Pippa Middleton, 35, after they completed a 3000-mile cycle across America in 2014

There aren&rsquot any family photos on James&rsquo profile, but his account does give away a lot about the businessman.

With a link to his company, Boomf, in the biography section of his profile, it&rsquos clear James&rsquo business is a huge part of his life.

Boomf is a personalised gift website most well-known for its box of marshmallows which customers can print their photos on to.

They also print pictures onto chocolate and make personalised, pop-out greetings cards.

Referring to his staff as &lsquoBoomfa Loompas&rsquo, James has branded himself &lsquoWonka-in-Chief&rsquo on his company website.

James makes sure to promote the brand in regular uploads to Instagram, revealing when they have new products available.

He also shares a lot of photos of his dogs, including his beloved cocker spaniel, Ella.

James Middleton has made his Instagram public (Image: James Middleton/Instagram)

James Middleton owns a number of animals (Image: James Middleton/Instagram)

James Middleton has a lot of selfies on his Instagram (Image: James Middleton/Instagram)

James Middleton with sister Pippa after a bike ride across the US (Image: James Middleton/Instagram)

James&rsquo most recent post is one of his pooch wearing a therapy vest, revealing in the caption that Ella has become a PAT (Pets As Therapy) dog.

&ldquoProud of Ella becoming a PAT dog this year,&rdquo the 31 year old wrote in the caption. &ldquoAnimals can provide a sense of calm, comfort, or safety and divert attention away from a stressful situation and toward one that provides pleasure.

&ldquoAdvocates of animal-assisted therapy say that developing a bond with an animal can help people develop a better sense of self-worth and trust, stabilise their emotions, and improve their communication, self-regulation, and socialisation skills.

&ldquoI am a huge believer in this and Ella has done so much for me and we look forward to sharing the love, Timmy tickles and many visits in 2019.&rdquo

Ella isn&rsquot the only dog the entrepreneur has, as James has a total of nine dogs including a labrador and a golden retriever.

In one Instagram post he referred to his dogs as: &ldquoThe ever growing pack.&rdquo

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James Middleton owns nine dogs (Image: James Middleton/Instagram)

James Middleton often shares photos from his holidays (Image: James Middleton/Instagram)

From the photos on his account it&rsquos clear James is an outdoorsy person, often sharing pictures during long countryside walks.

He also spends a lot of time in Scotland and is a beekeeper.

In 2017 he seemingly bought a boat which he worked on and refurbished himself.

Despite photos of almost every aspect of his life, photos of his new girlfriend Alizee Thevenet are yet to be uploaded.

James is thought to have been dating Alizee for a few months, and earlier this month they jetted off to St Barts together with his sister Pippa, her husband James Matthews, and James&rsquo brother Spencer and his wife Vogue Williams.



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