James Middleton’s Boomf puts selfies on marshmallows

It's hard not to love the Middleton family.

Kate Middleton gives us plenty of style inspiration and is mom to our favourite prince.

Pippa Middleton makes us want to up our fitness game and apparently knows how to throw lovely parties.

And James Middleton can put your face on a marshmallow.

"Culinary entrepreneur" Middleton teamed up with Andy Bell, founder of Mint Digital, to launch Boomf, a London-based startup that sells personalized sets of marshmallows.

It's what those summer campfires have been missing: your melting face.

(Middleton confirms it: "They roast very well.")

Boomf enables customers to "turn your memories into magical mallows" by uploading their favourite photos from Instagram, Facebook or their computers and have them printed on the sweet cubes.

"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," Middleton tells The Cut of the marshmallows' possibilities.

"It's a collaboration of technology and food… We wanted to experiment with how we could combine the two," Middleton tells CNBC. "We're taking confectionary into the modern era."

Bell tells CNBC that the 2013 launch of Boomf had been "in excess of our wildest expectations."

"Time and time again, it's hilarious to be sent pictures on your friends on marshmallows…that reaction is what works really well for us," he says. "And secondly, the other thing that's surprised us is great take-up in business settings; people using them for PR events, sending invitations or to serve at launches."

A box of nine marshmallows costs £15 ($27 CAD). And, yes, Boomf ships worldwide — for free!

In May, Middleton was asked if Prince George had tried a Boomf marshmallow yet.

"No, no — I don’t think so, no. He hasn’t tried one yet. So, yeah, I think he is too young," he said.

The company plans to eventually roll-out its "monster" printed marshmallows: marshmallows the size of an A3 piece of paper.

"There are more products coming out later on this year," Middleton says. "We're looking at anything from biscuits to fairy cakes, to macaroons and chocolate. But I think marshmallows are, I think, the most fun."

Middleton hopes people get creative with their marshmallow-photo choices.

"We haven’t yet had a marriage proposal on a Boomf marshmallow, which I want to have because I want it to be edible," he tells The Cut. "Or, like, a secret message from the government that uses Boomf marshmallows to stop secret documents from being leaked — like, they’re put on a marshmallow and then the evidence is destroyed. Those are some of our brainstorming ideas. So, yeah, to the White House: If you ever need any paper that can be destroyed, like spy-style paper, we’ll do that."

Middleton insists the Boomf creations don't just look cool: they taste great, too.

"I'm very much surrounded by them, but I still love them," he says.

"Marshmallows are sort of like an essential candy. They’re pillows of sweetness."

Edible selfies: the next big thing?