King of cakes, Man About Town, brother of the Duchess of Cambridge, we all knew that James Middleton had many strings to his bow, but it has now been revealed that he is the mastermind behind a new foodie trend - printing Instagrams onto marshmallows.
Boomf.com is a new online marshmallow postal service which allows you to upload your own pictures and personalise your own sweets. James linked up with digital company Mint Digital, telling blog The Next Web, ‘We have a very similar vision but are coming at it from totally different angles: Mint from digital and me from food.’
We think it's a quite a cool idea for a foodie Valentine and cooler than a box of Milk Tray and a padded card from Clinton's. What say you?
£12 for a box of six. Boomf.com