Boomf, there it is.
The Duchess of Cambridge's entrepreneurial younger brother has just revealed that he is one of the creators of Boomf! The company produces handmade marshmallows that feature pictures from Instagram and are delivered to your door.
James Middleton, who already runs a delivery company that crafts personalized cupcakes, confesses to having a sweet tooth and he is hoping his new personalized candies will become his most successful company to date.
See more: The Golden Globes' Best Dressed of 2014The sweet treats are billed as 'confectionary for the digital age' on James's new site, and they have been keeping Middleton and his team-who charge $20 a box-busy.
"I have built a great team who make every pack by hand," Middleton told thenextweb.com. "Before Christmas, orders kept coming at such a rate so I was wearing a hair net (and beard net), working from the early hours to late at night getting Boomf out the door."
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And the unusual name? "Boomf is the noise a marshmallow makes when it falls through your letterbox," says James, who has kept his involvement in the company a secret until recently. "I kept myself hidden so it could build success on its own merit and not through my connections," he tells Royal Watch. We all know your secret now, James!
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