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Kate Middleton’s brother secures over $1m for Boomf marshmallow start-up

Moonpig’s Nick Jenkins and VoucherCodes’ Duncan Jennings amongst investors in James Middleton’s personalised food business

James Middleton, the brother of the Duchess of Cambridge Kate Middleton, has secured over $1m funding for his personalised marshmallow start-up Boomf from a group of high-profile backers including Nick Jenkins, founder of Moonpig, Duncan Jennings, founder of VoucherCodes, and Matt Wheeler, founder of Driftrock.

Launched in December 2013 by Middleton and Mint Digital founder Andy Bell, London-based Boomf enables users to “turn their memories into mallows” by uploading pictures from their Instagram, Facebook and computers and have them printed onto personalised sets of marshmallows.

Having trialled the idea in Selfridges earlier this year, the marshmallow company intends to use the investment to expand and develop its product range with additional plans to roll-out its “monster” printed marshmallows which it has been experimenting with.

As part of the deal, digital entrepreneur Jenkins has joined Boomf production director Middleton and CEO Bell on the company’s board as chairman.