James Middleton’s Marshmallows Are the Picture of Perfection

05/30/2014 at 02:02 PM ET

James Middleton Reveals Marshmallow Business
David M. Benett/Getty; Courtesy Boomf

He may never be royal, but James Middleton, the 26-year-old younger brother of Kate Middleton, is involved in something royally awesome.


He’s the creator of Boomf, a company that prints Instagram images onto the deliciously fluffy treats — and fans might argue that a knighthood is in order (Hey Sis, any chance you can work some magic there?).

In an interview with The Cut, Middleton says that his obsession with the “pillows of sweetness” runs deep. But that this love only bloomed recently when he developed a printing technique using edible inks and was trying to find the perfect food to print onto.

“I looked at different products we could do, and the marshmallows were the most fun to develop,” he says. “There’s so much fun we can have with it, because you can give them to somebody that’s 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.”

What’s been especially fun for the self-described “new age Willy Wonka” is perfecting the process, which has taken time and lots and lots of marshmallow mop-downs. “I encourage anybody to do it — just prepare yourself for a mess,” he says. “But, just seeing the marshmallow fluff start to turn fluffy, it’s just — it gets stuck over there, it gets stuck over here, it’s stuck over here — I really enjoyed it.”

Sure, making a mess is easy, but having the patience to sit back and let marshmallows puff-up, that takes Marshmallow Man strength.

“You have to leave the marshmallows to set in the region of six to eight hours, depending on humidity, and so I’d be there and two hours later I’d come back — so there’d always be finger marks, because I’d be checking to see if they were set,” he says. “The first batch I made, well, I’ll never forget it, because they actually tasted like marshmallows. I was quite happy about it.”

Middleton says that he actually made the first thousand or so orders at his factory, and that he continues to taste test every batch (“I’ve got to renew my gym membership,” he admits).

It seems his famous family have found confidence in their boy’s latest venture, which he reveals they were a bit skeptical of at first. “I remember seeing [my parents] that one weekend and saying, ‘Look what I’m working on,’ and the look on their faces was just sort of like, ‘What’s he doing this time?'” (In its first three months of business, Boomf sold 100,000 British pounds worth of marshmallows, about $122,000.)

Now, the Middletons seem to be onboard the marshmallow express. “I think my family knows that I’m slightly off the wall with my way of thinking, so I think they’re quite used to my weird and wonderful creations,” he tells The Cut, adding that Prince George is still too young to partake in the puffiness.

For $26 (including shipping), nine screen-printed marshmallows will arrive at your door. And, the clouds in Middleton’s marshmallow dreams are big. Next up for the company is Boomf on Demand, a storefront that prints your images on the treats in minutes. He also has his sights set on a photo booth that takes your photo and then slaps them on the candy.

“If Willy Wonka was being written about today, Boomf marshmallows would absolutely be in it,” he says. “Forget lickable wallpaper or an edible house: This machine would be there.”

—Amy Jamieson

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Showing 19 comments

Anais on

I actually find this awesome that he has a passion to create a business and not live off the money his parents make. kudos to him

Ladybug on

How creative! I wish I had a creative mind like his.
There’s another fortune I lost LOL.

herethere on

oh Rob Kardashian of the UK

JAK on

What a cool idea! Good for him for starting his own business and not just living off his parents. I love his ideas for where to take his company next, such as the storefront and photo booth.

Jessica on

He’s hot!
They already do that on chocolate here in the US (it’s called Chocomize) but marshmallows are a cool idea too.

Anonymous on

I dunno if I’m crazy about printed marshmallows, but I can definitely see him expanding into other sweets too!

Anonymous on

Is it printed with artificial or natural colours?

CC on

Marshmallows are 100% sugar. Can they be made with natural fruit sugar instead of refined white at least? What about the colours? Are they artificial? If so, it’s like a little pop of poison to the body!

Mimi on

More like capitalizing on his famous relatives in order to push a nonsense novelty item!

Angelique on

Great ideas! I like the fact that the Middleton family are self made millionaires because of their original ideas. No inheritances here.

Kat on

As long as he stops self-describing as a “new age Willy Wonka,” it’s all good with me. You cannot compare yourself to WW! Just isn’t right or believable…yet.

Midwestmom on


Actually the Middleton family, on the Dad’s side, has inherited wealth, trust funds that can be used for education and real estate. Google it, many articles about it. Most believe that Kate and her siblings private education was most likely funded by these trusts. Also, Kate’s grandfather died right before her parents started looking for a larger property. His death probably passed the bulk of the trusts to his children, one of which is Kate’s Dad. This probably paid for their new house.

Kate’s parents’ business doesn’t do enough in sales to afford their lifestyle. While they should be applauded for their success, they get a lot of help from inherited wealth.

Mo on

Hmmm, cute idea but the hype and publicity are predominantly because he happens to be Kate middleton’s brother. Had this not been the case, no one would have given this amount of attention to printed marshmallows. There are so many entrepreneurs who are much more creative and inspirational in this world. Don’t be fooled people!

Vanessa on

Well, at least he’s doing more than Pippa.

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