I barely pay attention to James Middleton. To me, he is The Forgotten Middleton, even less interesting than his father Michael Middleton (who seems like a nice bloke, constantly in the shadow of his ambitious wife). But I do occasionally read articles about James on The Daily Mail, and I’m always struck by how Kate’s siblings are really trying to capitalize on their associative fame but Pippa and James always come out seeming rather… talentless. The desire to work is there, I think, but it’s like Pippa and James don’t really have any real career paths other than “making money” and “having their pictures taken” and “marrying someone with money and connections.”
I tend to think that Pippa is the one who got her mom’s ambition and Kate and James are the “followers” waiting to be told what to do by a stronger personality (usually their mother). Kate ended up entering a family (the royal family) where she’s going to be told what to do for the next fifty years, so that worked out well for her. Pippa’s got loads of ambition and she’s Pippa Tipping her way into publishing mediocrity and a marriage to a man who is more fame-hungry than the Middletons. And James… well, James is just kind of there. He grew a beard (which helps, quite honestly) and he’s dating a UK celebrity-type named Donna Air. And now James has developed a new career path: marshmallows. That’s it. Marshmallows.
Move over chocolates, cupcakes and macarons — marshmallows are about to make a comeback! Kate Middleton’s low-key younger brother, James Middleton, has a recently launched Boomf, a personalized marshmallow company. The 26-year-old businessman’s latest venture allows consumers to order marshmallows with their edible Instagram pictures printed on top.
Middleton — brother to the Duchess, 32, and Pippa, 30 — has teamed up with Mint Digital to create the colorful treats, which can be shipped to consumers’ doorsteps at $20 for a box of nine. Proudly showing off his business in new photos, Middleton, sporting a shaggy beard, stands next to a stack of Boomf packages while posing in a blazer, sweater and jeans. In another shot inside the warehouse, he wears a white chef apron and hat while holding out a marshmallow on display.
In an interview with The Next Web on Thursday, Jan. 23, Middleton, also the founder of cake company Nice Cakes, explained what he wanted to accomplish with his sweet new business. “I was working to three criteria: They had to be delicious, they had to fit though a letterbox (that is, not parcel-sized) and they could be [personalized],” he shared.
His idea for Boomf was borne out of an introduction to Mint in June of last year. “When I met Mint we clicked from the start,” Middleton said. “We have a very similar vision but are coming at it from totally different angles: Mint from digital and me from food. I think the most fun we had was coming up with the name: Boomf is the noise a marshmallow makes when it falls through your letterbox.”
The Duchess’ brother — who read the lesson inside Westminster Abbey at the royal wedding in April 2011 — said he will continue to work on both Nice Cakes and Boomf.
“For the moment we are developing a ‘Boomf on Demand’ system so we will be able to create Boomf while you wait. We hope to use this at events and popups around the world. Also, we keep working on our BPM (that’s Boomfs per minute) to reduce order turnaround time,” he shared. “Our focus is to keep improving Boomf, and to cement our position as number one personalized marshmallow service worldwide.”
You can see the Boomf Instagram here. Lots of photos of marshmallows. I was wondering if James is still doing cakes too, but Us Weekly says he is, so I guess… he’s just sugary treats now? Well, every global brand has to start with one great idea, like the perfect little black dress, the perfect handbag, the personal home computer, the iPod… and now, marshmallows with Instagram photos? It just seems super-cheesy. But I guess it’s also keeping in line with the Middleton branding of party planning and party accoutrements? Because I don’t see why anyone would order Boomf marshmallows just on their own, for personal use, it would have to be for a party situation.
Photos courtesy of Boomf Instagram, WENN, Fame/Flynet.
He’s like the Rob Kardashian of his family.
LOL!! And the picture of him with the blonde model type. So predictable!
He looks like Jude Law playing Karenin in that silly film of Anna Karenina.
Aw come on – he’s much better looking that RK. Ew.
A Rob Kardashian Middleton 🙂
HA! Right on!
Cringe factor to the power of infinity!
Agreed. Tho I keep thinking about what I’d print on MY marshmallows. Nope, not a euphemism!
1. this is so gross
2. the beard around food= so damn gross
3. square marshmallows?
4 . I cannot think of a time where I would order and use/eat these.
5. gross
eta: they look dirty to me. the way the ink (or whatever) is bleeding down the sides of the squares. GROSS.
At a baptism there were m&ms with the baby’s face on it. Celebration purposes will be the main draw. Orders mght come in for a bit to have the future king’s brother in law’s marshmallows, but the prices are not competitive.
What’s wrong with square marshmallows? I make homemade marshmallows all the time & cut them in squares. Oh the horror!
And I think this is a cute idea.
I think so too emmie. Not sure I’d ever buy any, but I don’t think it’s a terrible idea.
This would be wonderful for a Winter Wonderland wedding or holiday party. I think it’s fun!
My first thought was for an autumn or winter wedding, too. ^
emmie_a, I love homemade marshmallows! So good.
Please share … I have been dying to try making homemade marshmallows but I’m scared … Any tips?!
A lot of businesses I follow on IG have been posting about these marshmallows, like at company parties and stuff, so maybe they’re taking off? Also, James is serving up some Jude Law-style realness with that beard and I have to say I’d hit it.
yeah dare i say he is the most attractive of the three siblings ,
Yup, he’s the prettiest Middleton in my view.
I agree. I have never seen this person before, but this bearded hottie can get it.
I keep seeing Czar Nicholas II. Pretty sure these marshmallows are a flash in the pan.
I would also hit it. With a shovel.
wedding favours and corporates, presumably
and at over $2 per marshmallow, the margins must be good!
Wedding favors! That’s a good idea.
Those marshmallows look dirty around the edge (the pile picture). It looks nasty and not tasty. Also, in the first picture (the one with photoshopped marshmallow) I´m not sure if he is showing off the digitally enhanced marshmallow or his signet ring (massive eyeroll).
Very classy 🙁
I think they look “dirty” because of the printing and cutting. They probably print the picture on the marshmallow, then cut the shape out, which would pull some of the ink down onto the edges of the marshmallow, making it appear dirty.
LOL! I can’t believe the midds are still sporting those rings. But I guess they can’t stop now, because doing so would be admitting, “Yep, the rings were about appearing aristo, and not about a family bond thing.” When waity and will finally do take the reigns, you just know that the midds will be all UP in Buckingham Palace.
By the time Waity and Wills become king and Queen her parents will probably be dead or very close to it. Of course the siblings and their progeny will likely be around. I think Wills and Kate will be the end of the monarchy.
I do too. The tide is turning swiftly now…..I’m not even sure the lazy duo will even make it to the throne….
How swiftly are the tides turning there? I doubt much of it makes the news at this time. Is there more of a grumble or would making Kate work a month straight quiet the public?
Very interested if this is the beginning of the end.
Well, someone once said that it takes a newspaper 20 years to die. If I were to paraphrase, I’d say that IF this is the beginning of the end, the monarchy will not fall for at least another 50-60 years. But I seriously doubt this is the case.
The personal home computer and the iPod come from the same company: Apple. Steve Jobs and Steve Wozniak (the co-founders of Apple) created the first home computer in the ’70s and then years later Apple created the iPod.
Sorry to get nit-picky, but it was bugging me.
Meh. I don’t hate the idea, but I doubt it’ll be a big hit or even a slow burn.
I thought he lost his shirt in the cake business. Or was that just a company and he’s making cakes elsewhere?
Lastly, this market is already cornered by dozens of places that offer better pricing by far, but good for him for doing something… anything, really. The bar is set very low.
Ditto.
How many business adventures is this now?
Depends LadySlippers
Are we talking shell companies that are inexplicably profitable or all the other failed business ventures that went bankrupt and were forgotten?
Yes, Florc, yes too all.
To* not too.
I hate it when I make grammar errors. Lol
LS
After some light digging I think they’ve fudged their history when it fails. Pippa is just freelance imo. The IT business they sold, Uncle Gary who dips his toes in all the worst things like the under age trafficking, and drugs. The PP side gains like selling members info before it was made illegal.
I really hope PP books somehow hit the public. Is that business truly profitable enough to pay for the Middleton’s lifestyle? No way.
All together I think it’s too sketchy to have a true number.
I was just coming down here to say that I must be seriously sick in the head, because I kind of like this idea. It’s a fun idea for parties/gifts, and of course for s’mores. I and a couple of my close friends are real Instagram addicts, so I have no doubt they would love getting a box of marshmallows with their Instagram pictures on them.
Omg, I’m going to go hide now after admitting that 😀 lol.
Littlestar
Don’t you dare pay someone else for thaat service!
You can buy your own “edible printer” on amazon or a specialty store and have a party while printing your favorite instagram photos. It’s just so simple to do at home and far less cost. Or start up your own business. Same way they put images on cakes at any supermarket.
Thanks for the info, Florc! I had no idea you could actually buy your very own edible printer. I’m going to look into it. What a neat idea – to put personal photos on homemade marshmallows or cookies, I think family members and friends would love that.
Florc – i didn’t know one could do that. I’m off to amazon to buy one. thanks for that.
And that way you can print any photo you wish.
This Boomf company only takes photos you can access on your account. So, if you want to have more photos printed you have to follow someone new. That’s where I pull away from this.
If I had my way i’d want the latest bing backround on a sugar cookie’s frosting. Not have to expand my social media circle just for a photo I find temporarily appealing.
It’s just a printer with edible dye and paper. You set the printed image on the frosting or marshmellow and consume.
Since I found this out I was so bitter my baker was acting like they were airbrushing this identicle image on a cake for such a low price.
I imagined him in the bake for hours making it perfect while they just scanned my photo.
That said Jame’s image quality is awful. I amount that to only taking images via Instagram and Marshmellows are too spongie to hold an image well without stretching.
Wait! We could get them tailored for CeleBitchy!
Dragonfly King
DUC
Thor (aka CHemboy)
… And so on!
I was thinking “The Surprise Hot Middleton,” mostly because I don’t think most of the world was even aware of his existence until the royal wedding. The reaction seemed to be “Kate has a brother? And he’s that hot???”
boomf. the sound of an idea falling flat.
No kidding! This whole article sounds like it was written by The Onion.
Maureen, Maybe CeleBitchy will start an offshoot of The Onion on here and call it The Shallot. 😉
Sweeeet idea, @LadySlippers.
“The Shallot”: when celebrities are so ridiculous they sound like satire.
Thanks for that!
If a marshmallow falls from a letterbox, and no one is around to hear it, does it still make a sound?
What a STUPID product! Give me a bag of fresh, fluffy marshmallows any day!!
Lame. Also, can we talk about how that is Lupo in that picture? Lupo is no longer with Will and Kate? Geez that’s my pet peeve (pun intended): not holding up the commitment you made to a pet because you also decided to have a baby.
Lupo was one of a litter born to the Middleton’s dog….Lupo has brothers and sisters.
Those pictures are being tagged in the British press as being “James Middleton with Lupo.” That’s why I said it was Lupo. I’m well aware that other black spaniels exist.
I’m sure Lupo gets lots of love and is walked, fed, and groomed daily by a staff.
My pet peeve with pets is that they spend less time with them once they’ve outgrown their puppy stage. That an animal is a commitment.
It didn’t take long for Lupo to stop getting his picture taken during a pap stroll or to be seen being walked without a PR purpose.
i must admit that after the babies came my beloved first babies became beloved dogs instead of the center of my universe.
I also thought that might be Lupo. And I would totally give my dog to my brother or other family members when I’m busy, so why not?
@BeckyR: Do the Middletons also have Spaniels? Didn’t know that. Lupo and their retriever were in the pictures after Kate gave birth though.
And then later photo shopped out of the images… Specifically referencing the one with the dog answering nature just yards away.
Sugary, fluffy and no substance. Like his family. I wonder if he is trying to be ironic.
+1
The notion of any of the Middelton kids having actual “careers” just makes me snort. It’s really all “what can I put together that people might buy?”. No goals, no study and skill-building, just coming up with a quick gimmick.
“No goals, no study and skill-building, just coming up with a quick gimmick.”
Totally, and I don’t get it. I have a friend who does the same thing and it’s always struck me as a bad way to make a living. It’s like she’s looking for a short cut to quick money yet somehow puts in tons of time, with very little reward or gain.
If you do not have the skills to DO something, sell something.
The beard works on him.
I had NO IDEA there was another Middleton.
And that’s all I have to say about this cushy family that seems to never have had to work towards a goal ever in their life, and just sort of land on “careers” based on whim and whimsy and hoping people will buy their things.
I wouldn’t eat those things. What’s the point of printing an image on a marshmallow? On anything you’d eat? Not to mention that even thinking about artificial food coloring makes me sick?
He looks ok with the beard. It looks like a “I just got of a deserted island” look. I can’t believe I said that.
Call me crazy but I’m getting a Jude Law vibe from him…
A quick look at the Nice Cakes website tells me this type of digital printing onto food is all James Middleton does. Its gross. The cakes look cheap, but are quite high priced for a basic boxed cake with a gross colorful decal attached to the top.
I honestly cannot imagine this product doing well.
P.S. The beard makes him look like Hemingway. Perhaps he should co-author a Pippa column.
I agree about Nice Cakes. When I actually checked out the site, I thought it was something that would get sent to my spam folder or give me a virus. I had actually thought he was a baker and made real cakes, flour & butter etc. I didn’t understand why people ragged on him, as I have a sister who does that and we are so proud of her talent. Nope, they are just supermarket sheet cakes with Microsoft ClipArt printed on top.
When I read the headline I immediately started giggling and imagining the Snark pile up. But after actually reading the articles I can’t help but feel that this is a sweet idea, no pun intended. I mean honestly, how many of us wouldn’t love to pursue a dream, even if the rest of the world thought that it was frivolous and silly. I keep thinking about Rob Kardashian’s socks filled with marshmellows and I want to hurl/laugh hysterically but in principal I completely cosign following an unorthodox dream, even a stupid one. Marshmellows are stupid (insert traumatic orthodontic braces incident). And I agree with Florc on the idea versus the execution. People always by ridiculous, overpriced personalized crap for weddings, birthdays, anniversaries etc. But there are companies out there doing it better and cheaper. Once the novelty of his celebrity by association where is off I am afraid this venture will end up on the bonfire. Then he’ll be inspired to start a s’mores company 🙂
OMG Dame Snarkweek
If James starts a sock company (or small articles of any clothing, even suspenders) I will be in absolute stitches!
A part of me wonders if James gets into trouble if he’s idle. That his family will fund these ventures to keep him occupied. Or maybe he really wants to make a name for himself, but isn’t bright enough to know he’s not very good at anything.
Truly, If the Stop and Shop down the road and the wonderful cake shop up the hill can do what he’s doing it’s not going to survive for long.
And if for that matter I would love an answer to this question. Do you or anyone else know why his last cake business failed?
FLORC made a funny!!! Socks . . . stitches!!
I definitely think he and Pippa are the types that need to do things to keep themselves busy, too. I can’t fault them for that, and at least they’re being productive.
FLORC
This is just my guess but I think that the cake business failed to rise (tee hee) because I don’t think people are wild about having cake ingredients mailed to them. Of course, we will buy cake mixes at the grocery store to prepare at home but they don’t cost over $20! And apparently the cakes specialize in cheeky content and mildly racy themes. That is okay for a giggle or two but not really a strong premise to launch a successful bakery. This plus the fact that many new businesses do not turn a profit until a few years have gone by and they are established. James did not take on investors when he launched his company but opted to use personal savings, micro bank loans and contributions from his parents. This is a more risky method. If things go wrong you can lose your shirt whereas investors would simply chalk it up as a loss. But he has stated in the past that he enjoys being his own boss and would rather not have to share the decision-making process/control of his company. Given the way sales are going perhaps he should rethink that last part. But I do wish him success because, as I stated above, it is kind of cool to follow your dreams. Even if those dreams taste like marshmallows.
Dame Snarkweek
I looked into his current cake business “nice cakes” and left wanting. Thankfully I found a site called “really nice cakes” and fell in love. Mmm, Buttercream!
I admire ambition and the guts to branch out for a dream. And without investors it’s only his and those who contribute funds that lose out. Boomf says he only holds 45%. Another also holds 45%. He he has a partner and that person(s) will need answers and have questions.
This just seems too silly to work at $20 for 9 marshmellows. He’s extremely lucky his family will always be there financially. I wonder if he didn’t have that safety net he’d actually apply himself to a profitable idea and not a trend that he’s a bit late getting to.
I think of James and Pippa as professional students that have their parent’s pay for tuition and housing. All bills are covered while you never figure out your choice of majors, but give you a massive debt in your name and see how fast they pick a major and graduate.
FLORC
At some point Kate, Pippa and James will have to mature. I believe they had a wonderful upbringing and I don’t care what anyone says about Carol, I think that those kids had a loving, nurturing, warm and supportive childhood. Normally that will acquit you to go out and have the intelligence, courage and ambition to do great things but in this case it seems to have spoiled these three for the real world. You have one daughter who dreams of marrying a handsome prince, another who spends leisurely hours at play with friends and a Son who dreams of building sugar castles in the sky. They are adult Peter Pans Who will not be necessarily forced to grow up.
On the one hand I can easily understand why this is troublesome and Kate, Pippa and James annoy the hell out of lots of people. It is not easy to work hard in life to establish a firm foundation of stability, education and integrity while supporting yourself financially and others seem to make it to the top with little or no effort at all. But on the other hand these are the cards we are dealt and while I am irritated at how spoiled these three are I also have a sneaking suspicion that they are probably really good people. James has the reputation of being shy, soft-spoken and reserved with exquisite manners. Pippa, for all her dullness, how A core set of close friendships that go back to her university days. As for Kate well who knows, she is quite a closed book, but former friends and classmates described her as athletic, happy-go-lucky and down to earth with a goofy sense of humor. God only knows what happened to that Kate LOL. I could never be happy in life without some sort of ambition or drive to do more then just get by. If I had the opportunities and finances available to these three I like to think I would be doing a hell of a lot more. But again, this is how it goes. No shade here.
Dame Snarkweek
While I fully agree that those 3 apear to have been raised in a tight knit household i’m feeling a bit snippy today so here we go.
Ultimately Carole encouraged her daughter to pursue a man who was a known to be less than faithful with a bit of an ego problem. My mother and I are close and if I begged her to help me win an ex back or for advice on how to make myself more appealing to him she would have told me I can find someone who will love me as I am. Not to lose weight and date within his social circle to make him jealous. That”s pretty well accepted as the point where Kate lost those school friends and changed to be more appealing to William with only his friends and she seemed to lose that sparkle in her eyes. She got rail thin and gave up her life to hold onto a man who was not giving up anything for her.
But hey. She married well and will bet set financially for years.
And Kate was an open book for some time, but when the wedding happened it was whitewashed. And her and Pippa ad a reputation of being absolute witches to other girls and those without a title and money.
TRuly, if Kate was still that goofy, athletic, fun girl she would have fit right in with the RAF wives, but we all know how that went.
That aside Dame I’m willing to believe they’re not evil incarnate, but not far above vapid either.
A couple of years ago cupcakes were just something that little kids ate. The very idea of entire stores and tv shows devoted to cupcakes was laughable, so I wouldn’t dismiss the marshmallow idea just yet.
It’s a natural for Valentines, birthdays, anytime you need a cute little something that shows you made a little effort.
I think he seems like a nice guy doing his thing and I think he’d be doing the same thing regardless of who his sister is, so he seems ok by me. And the dog likes him, which always counts in my book.
I’d they were hand painted maybe. Then that’s a luxury sweet, and I Love marshmallows. But a computer printed image? No…
When the marshmallow melts into the hot cocoa, I assume the ink colors will alter the color of the beverage? I remember pastel marshmallows, so maybe that’s not a big deal.
The first thing I thought of was Rob K. and socks. Looks like I’m not the only one.
This is EXACTLY the “royal family in-laws” version of Rob’s socks.
And since the parents are in the party supplies business, it’s painfully obvious that the two “working” kids get all their ideas from their mom and dad. It’s too much of a coincidence that Pippa “wrote” a book about party-planning, and now the brother has a “business” making marshmallow party treats. Talk about being so f*cking lazy and lacking ambition and drive.
All three of them — what a joke.
The only thing I really got out of this article is that he’s kinda hot (I don’t think I’ve ever actually seen him before) and I appear to not be the only one with that thought, so I’m not TOO ashamed. Also that’s a really nice coat he’s wearing in the last picture.
Really random thought. I’ve always thought that clean shaven, he looks like the perfect mix of Kate and William. Which means i think PG tips has a strong chance of looking like him…..until the windsor genes kick in.
LMAO at “PG Tips”.
Windsor genes always take over and muck up good looks.
OMG, they really do, don’t they?? I think that’s why Harry is considered so hot by a lot of women — it’s because he barely looks like a Windsor. He takes after Diana’s side heavily. But PG Tips is a really, really, really cute baby (I never thought William was). I admit I’m curious about how he’ll look as he grows.
As far as babies go… I don’t see him being terrible special. We’ve all done it. Seen an ugly baby and a gorgeous one. He’s in the middle for sure. I’d pinch his cheeks and play itsy bitsy spider with his hands and toes, but he’s average lookings.
And I agree with LAK. PG has a good chance of lookings like James until mid 20’s. All downhill then. William’s turn around was almost overnight. HArry is a slow burn thank goodness.
Maybe QE2 can have them with her tea. #QE2mustbesoproudofKatesfamily
He makes me think of Tsar Nicholas II and George V but more Tsar Nicholas with that beard! Don’t know if I am the only one but every time I see that beard a mental image of the Tsar pops up in my mind.
Wow. So let’s see:
Kate is the most successful golddigger & social climber in the world, having netted herself a prince after a dogged ten year pursuit and capture mission and now spends roughly 98% of her life on a taxpayer-funded holiday.
Pippa is a world-class con artist who managed to somehow convince half the planet that she’s hot, tricked a publisher into giving her six figures in return for writing one of the most moronic books in history and even now STILL gets actual magazines to pay her to write drivel while trolling for her own rich hubby.
James is printing pictures on overpriced marshmallows and trying to sell them to people.
Carole must wonder where she went wrong with him.
Oh, I think Carole thinks her kids are doing GREAT. I think she understands and supports her loser children 100%.
Speaking of … This is so Kimye’s type of product. Can you just imagine her sipping a cup of cocoa adorned with her rump? Oh wait, she doesn’t eat carbs ….. and she’s too busy working out …. or was that too busy being a mom?! (;
the signet rings on the pinky fingers with this flipping social climbers. take a freaking seat.
The only thing I took away from these pictures was OMG LUPO IS SO CUTE.
And I personally do not like the beard, it makes him look like a hairy mountain man/lumberjack! (Do they even have lumberjacks in England?). And I just died laughing at seeing My Little Pony on a marshmallow. That franchise has had such a revival with the kids TV show and comics (I work in that industry, I assure you the MLP are best sellers).
Why isn’t that dog on a leash in public????