Well, well, well. James Middleton’s Instagram-printed marshmallow company, Boomf, is going so well that Boomf is now being launched in America. James is often The Forgotten Middleton, happy to take a backseat to Kate and Pippa’s activities, although I have to say – James comes across pretty well in interviews. He’s not a nuclear physicist or anything, but he says the right things and he doesn’t seem like a jackass. So, to celebrate Boomf’s launch in America, James and his partner sat down for an interview with Good Morning America. I embedded the video at the end of the post!
What does it mean to be uncle to the future King of England? For James Middleton, the uncle of Britain’s Prince George, it means, just like in any family, trying to be the best uncle you can be.
“I still see Prince George as my nephew and I just want to be the best uncle possible,” Middleton told ABC News’ Amy Robach. “Like any uncle wants to be, I want to be the cool uncle. The fun uncle,” he said. “That’s what sort of I’ll always try and be.”
Middleton, the brother of Prince George’s mom, Duchess Kate, is making his own splash with the launch of his personalized marshmallow company, “Boomf.” The company, for which Middleton holds the cheeky title “Wonka-in-Chief,” is one he created with his business partner, Andy Bell, who holds the title “Chief Edible Officer.”
“We thought we’d just add the fun throughout the company so the staff in production are ‘Boomfaloopas,'” Middleton said. “We obviously take a lot of sort of magic from Willy Wonka.”
Marshmallows from ‘Boomf’ may be a perfect Christmas gift, but Middleton, who resides in the U.K., says he “hasn’t even gotten that far yet” when it comes to finding a gift for Prince George. When it comes to finding gifts for his family, Middleton scored big when he gave Kate and her husband, Prince William, a dog they named Lupo for their wedding. The dog is often seen out with the couple and has been included in at least one of their family photos released to the public.
“It was my sort of little treat for them was to give them a puppy,” Middleton said. “And Lupo was their gift.”
The Middleton family – which also includes a sister, Pippa Middleton – is expecting a new little bundle of joy this spring when Kate is due to give birth to her second child. The child, whose gender is not yet publicly known, will be fourth-in-line to the British throne. Middleton says his sister is “on the mend” after suffering from hyperemesis gravidarum, a condition characterized by acute morning sickness, early in her pregnancy.
“She’s better,” Middleton said. “I mean it’s not unknown that she suffered from this acute morning sickness and fortunately she is, I think, on the mend.”
Middleton says his family sees and talks to each other “all the time” and even though the world’s eyes are focused on William and Kate, major events like their wedding and the birth of Prince George seem like just family affairs.
“The most wonderful thing about that wedding,” Middleton said, referring to William and Kate’s 2011 nuptials, “although billions were watching, it felt like a family wedding.”
And as for Prince George’s August 2013 birth, at which hordes of media camped outside the hospital, Middleton says it was again about the family.
“I think what was the most wonderful thing, everybody was celebrating with us, for me becoming an uncle and for my parents becoming grandparents, they’re all so excited,” Middleton said.
That’s a weird way to phrase it: “it’s not unknown that she suffered from this acute morning sickness.” It’s known. As for the other stuff… I didn’t know that James was the one who single-handedly gave Will and Kate their dog Lupo. That’s interesting – I wonder if they asked for a dog, or if James was like “Here’s a gift for you, now you have to take care of a puppy!” But funny story – Lupo ended up being the best gift ever for Prince George. We’ve seen the way George looks at Lupo. Lupo is his best friend in the whole world. So… good gift-giving, James. As for the marshmallows… I can’t believe it’s an actual career and business, but sure. Whatever. Boomf away, bro.
More ABC US news | ABC Health News
Photos courtesy of Boomf’s Instagram, WENN, PCN.
Oh! Forgot this dude existed. I’m digging the Edwardian vibe.
He skeeves me. I know that’s not fair, but he does.
Me too. Ever since the wedding. The beard’s not helping much.
+1
SO SICK of these hipster beards. So very sick…
it might be the excessively groomed facial hair…….
Ditto and like his sisters, he looks older than his actual age. The beard is just awful.
Me too. Something about him grosses me out.
Absolutely agree. Plus now that I’ve heard the theory that Willy Wonka is a serial killer (which blew my mind) I think I will see a skeevy serial killer whenever I see James Middleton.
There are so many of those movie character theories. Wonka by far is the most likely. He’s just a sick, rich, shutin creating this house of horrors to trap bad kids in.
I needed a gluten-free, nut-free treat for my child’s birthday to serve at the school, and these were an absolute hit. Not messy like cupcakes. Easy to serve, easy to eat, it was genius, actually. And you can put a different image on each one. I really think James had a great idea, I’m kicking myself for not coming up with it myself, actually! Glad it will be in the U.S. now maybe the shipping time will be shorter.
Cute, and smart of you to think of it.
Buy yourself some rice paper and an edible printer. You can get there almost anywhere. You will save so much money and the time involved is minimal. Also, last I knew he has a deal with instagram. Boomf can only print photos from public, your own, or your friends instagram accounts. Your at home printer can put on any photo you upload to it.
And those flat marshmellows he uses? Simple flat smore style marshs. Also found just about anywhere for cheap.
Has someone seen Lupo lately? I´m concerned.
If George really is the little tyrant he looks like then the dog has no chance
I think he’s under strict orders not to discuss the RF’s secrets. “It’s not unknown” is just a reminder to anyone listening that he’s not saying anything about Kate that hasn’t already been confirmed by the Palace.
So it’s just…marshmallows?
Yeah. How many marshmallows can a person eat? I can see buying a few as a novelty but I would never buy gobs of them.
Um, “it’s not unknown” does mean “it’s known.” Just a British way of phrasing which is understated, maybe even a bit sardonic.
My hopes for 2k15:1. Burn all of DK’s and Ariana’s hair extensions and shoes. 2. Break in at KP(or the Midd. home) and slay the makeup stash by over 80%. Any accomplices ?
I’m in!
“although billions were watching” uh, no. that’s pr bs. will and kate’s wedding was less watched than even Sophie and what’s-his-name one.
I’m strangely glad to hear that Tzar Nicholas is doing well.
Exactly!
He was surprisingly comfortable in his interview — far more than Kate or Pippa! Maybe he took some time for media training. I liked him.
I just think he believes his own bulls**t.
The third Middleton has finally spoken! I admit, I thought he was a bit off with the beard and such but after seeing him on TV and interviewed, I’ve a change of heart. I’m wondering if Today made a mistake and should be offering James a position? He seems more natural on TV and dare I say interesting? I too suffer from dyslexia so I can only imagine how difficult it was for him to give the reading in church. I read he memorized it so is this a sign he is the Middleton with the most devoted work ethic?
•Cricket•
His dyslexia is supposed to be fairly severe so can you imagine that, on top of the nerves he must have felt, ‘reading’ on camera?!? I’m glad for him it went well.
Speaking of dyslexia — since both William and Kate have siblings with dyslexia, chances are VERY high their children will have it too. Kinda neat! 😊 Dyslexics have some enviable traits…(no snark either!).
Read ‘The Dyslexic Advantage: Unlocking the Hidden Potential of the Dyslexic Brain’ by Brock L Eide and Fernette F Eide to see what I mean. 😊
http://www.amazon.com/The-Dyslexic-Advantage-Unlocking-Potential/dp/0452297923
thanks Singer! I’ll look for it. I was lucky in that my uncle was a school teacher and he diagnosed me quite early. The school thought I was just being a difficult child who was lazy and didn’t know their right from left. Another tidbit that I read somewhere is that most Dyslexics are left handed….. which I’m proud to say I am 🙂
Interesting! I suppose it’s similar to how there’s advantages to ADD brains. I was undiagnosed as a child because I had the inattentive kind, not the hyperactive, and when I was able to focus, I powered through stuff. Just incredibly easily distracted, bored, and had constantly racing thoughts. But like I said – when I can focus on something, I can go all out – and when I’m not super focused, I’m pretty good with brain storming and things that need to have jumping thoughts.
NOTE: My daughter got on CB last night and changed my name — I’m actually LadySlippers — a long time Royal Loonie! Lol
•Cricket•
According to the book I mentioned, most dyslexics have a family member that’s left-handed, not that they are left-handed themselves. Which is very different than what is out there, because like you, I thought the same thing. Who knows?
Using William and Harry as an example, Harry is dyslexic (diagnosed unfortunately at 17) and William is left handed. FYI, other Royals with dyslexia are Beatrice of York, and almost everyone in the Swedish Royal Family: Carl XVI Gustaf, Victoria, Carl Philip, and Madeleine. Carl XVI Gustaf has such a severe case of dyslexia that he has even publicly misspelled his name. 😢 Carl XVI Gustaf’s children (V, CP, and M) have spoken about being teased or even bullied for being ‘dumb’. Harry, with his late diagnosis, still gets the label.
I might be a ‘hidden dyslexic’ because while I read well, I can’t spell my way out of a paper bag. So unconstructing sentences aren’t as challenging to me as reconstructing them are. Plus, I have a lot of dyslexic other traits (both good and bad). I’m fairly certain my son has dyslexia but by the time he got tested, he had learned so many coping skills, he wasn’t ‘bad enough’ to warrant more testing. But boy oh boy, when he’s stressed, everything comes out mirror-imaged.
Overall, I strongly recommend reading the book. It makes what feels like a curse into a blessing!
•Erinn•
Exactly!
Although there’s also a belief that many people with ADHD actually have mineral deficiencies because once given said mineral(s) (often it’s either magnesium* or iodine**) the ADHD resolves itself.
Can you tell I read a lot? 😊
*the best magnesium is magnesium chloride (the body can use it without converting it to something else — key to almost ANY vitamin or mineral is having it be in the most useable form)
**the best combo is an iodine/potassium iodide formula; although nascent iodine is excellent as well
http://www.amazon.com/Magnesium-Miracle-Revised-Updated-Edition/dp/034549458X
http://www.amazon.com/gp/aw/d/0966088239/ref=pd_aw_sims_1?pi=SL500_SY115&simLd=1
Maybe I just have strange tastes, but I love the beard and find him handsome.
He’s the prettiest Middleton.
Am I the only one who finds him kind of attractive?
You and Donna Air.
You are not alone.
I am pretty sure Harry is the cool and fun uncle.
Yeah he’s got the market cornered on that.
So did his cake company with adult-themed (tacky imo) pics and slogans go belly up?
Willy Wonka-inspired marshmallow company is a family-wholesome theme. He planned ahead on this company to ensure no chance of offending the royal household.
James emphasized that Kate’s big day was a “family wedding” just like Pippa did in her NBC interview. I wonder who devised that marketing scheme and why?
And most importantly, the interview was a total failure because they didn’t discuss uncle Gary. Gary is so interesting and so much more so than Pippa’s ass that **he should have his own Facebook fan page.
•MinnFinn•
Others have described it as very family oriented too and those commenters ran the gamut from Royals, family, and celebs. So I’m hoping that means it still felt small even with so many watching (I cannot imagine how it could but that’s just me).
-I dunno if he’s just more relaxed or what but his accent doesn’t sound as fake and put on as his sisters.
– I like when he said they as a family see and talk all the time. I thought yeah because she lives at home all the time.
-Shouldn’t he be wearing a beard hat while making food?
•Reece•
It’s probably because his accent is still actually his (and prob Kate’s normal one too). Kate has had years of elocution lessons in order to seem more posh. It ends up (IMO) making her sound fake, and worse yet, stupid. I say stupid because she’s supposedly not stupid at all. But with the ‘need’ to sound posh — she’s often struggling to get her thoughts out and ends up saying idiotic things instead. I cannot fathom how smart and middle class does not trumps posh and inarticulate. But it does.
#StupidAmericanHere
Well, in her defense–not that she needs me to defend her–you can, without trying, end up with the speech patterns of the people you spend the most time with. So I’m thinking, throughout her later school years (Marlborough & St Andrews), she spent a lot of time with William & his ilk, so she started picking up their speech patterns.
•Hazel•
I totally agree. Most people try to ‘blend’ into their surroundings and I’m no stranger myself. I lost my Minnesotan accent a very long time ago.
However, it’s fairly common knowledge that she had/has been getting elocution lessons, as several articles/biographies have spoken on the topic.
Hazel
(EDIT) What LadySlippers said.
And it doesn’t help Kate speaks more posh than her husband.
I’ve heard the age is 13 where you keep your accent. If you change languages before then your accent won’t be as thick in your original language.
FLORC,
I think that depends on how well you are a sussing out phonetics. I got very good at English when I lived in Yorkshire and had practically no accent at the end – though I ended up speaking Danish with an English accent for a while. Lars Ulrich from Metallica is another fun example: he speaks English with a Danish accent and Danish with an American accent!
I will vouch for the age thing. I was 13 when I came to the US and my English accent is pretty much gone, although some inflections and pronunciations remain.
ArtHistorian
It’s interesting. I’m told at this poinnt my accent is unique. Not greek, not german, not english. It’s some hybrid. If anything i’m told I have certain accents when I say certain words. Like Boston when I say “wicked”.
Dang, that family has some serious “pretty” genes. Kate’s a model, Pippa’s lovely, and James is hot.
Photoshop.
They’re a pretty family, but there’s heavy handed touchups both on themselves and on the images. For what it’s worth Kate was a cute girl before any touchups in her college years.
So, just curious: how many people think this business would get any traction
without the name / association?
Also, looks like Kate did another engagement for Sports Aid yesterday. End-of-year
out & about it seems!
On the mend? This is a serious question as I’ve never been pregnant and never had any type of morning sickness. How long does it take to recoup once you stop puking? I figured a day or two of having enough calories and fluids and your fine.
•Stephanie•
Any type of morning sickness is not over and done like the flu is…it gradually recedes and you can have days that you feel almost normal while other days that you are back to being sick again (nauseous and vomiting) . I know that I started mildly feeling better by week 13 (basically I was getting some breaks in the severe nausea and vomiting) with it mostly resolved by week 16-17ish. On the other hand, my former sister-in-law was sick (not severely only ‘annoyingly’) the her whole second pregnancy. 😢
Um, I think he’s super hot. His beard is my favorite part. And the gap in his teeth. Oh, and the accent. Hawt.
“I want to be the cool Uncle, the fun Uncle …” More like he is the gay uncle. I think of James as the Rob Kardashian figure. These little sweet poofs are akin to Rob’s sock line.
Ok, I just worked a 12hr shift. Am I losing my mind or did I read that Pippa is expecting too? *hides under pillow*