Kate Middleton's brother James Middleton has been revealed as the secret brain behind Boomf, which allows you to order a box of your favourite Instagram snaps re-created in marshmallow form.
James Middleton apparently chose to keep his stake in the business a secret until he could be sure of its success.
But according to Boomf's Instagram account he is the "inventor/ creator/ visionary" and "Willy Wonka" of the business. Wowzers.
We think they're perfect for sticking on top of your hot chocolate or just for scoffing.
They cost £12 for a box of 9 and you get a print out of the pics you ordered too.
What do you think of James' new project? Tweet us @handbagcom
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