Kate Middleton's Brother James Launches Edible Instagram Marshmallows. Seriously.

James Middleton gives the Duke and Duchess of Cambridge a new reason to join Instagram. We hope.

Kate Middleton's younger brother James Middleton is celebrating the launch of his new project, today – edible Instagram marshmallows.

Yes, really.

Revealed as the secret mastermind behind the new product, James's involvement in the launch has only just been confirmed in order to ensure everything runs smoothly behind the scenes.

According to reports, the Duchess of Cambridge's brother approached Boomf, the company behind the product, with the idea last year.

'Web products tend to be bit flaky to start with as there are so many things to get right. We wanted to launch and fix initial problems without media attention,' explained Mint's chief creative officer and Boomf co-founder, Andy Bell.

Now, in a new set of launch pictures, a bearded James proudly displays his innovative marshmallows from a London factory.

Shaped into hot chocolate-friendly squares, the quirky marshmallows can be printed with your favourite Instagram snaps. The ideal Valentine's Day present... maybe.

Could this be enough to make Kate Middleton and Prince William join Instagram? Think of all the adorable Prince George marshmallows...

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