James Middleton is taking sweets to a new level with his unique invention: selfie marshmallows.
Middleton’s company, Boomf, snags photos from Instagram and Facebook and sells them in packs of 9 for 15 pounds (about $26) each.
"It’s hilarious to be sent pictures on your friends on marshmallows,” Middleton said.
Middleton says his company is hoping to expand the business to cakes, macaroons, chocolates, and biscuits in the near future.
But is his success due in part to his royal connection?
“I’m my own person, irrespective of who my family are,” he said. “I want to know I can achieve stuff without additional attention that I may get.”
The company will expand into the U.S. later this year.