James Middleton has shared a heartwarming video of his son Inigo checking out his range of dog food as it hits the shelves at Sainsbury’s.
The 37-year-old brother of the Princess of Wales, who lives in Berkshire, launched his brand James & Ella, which sells freeze-dried raw dog food, in 2020.
Since then, the father of one (who named his brand after his late dog Ella) has expanded his range to air-dried treats and freeze-dried raw food toppings.
Earlier this week, the father-of-one who welcomed his first child with wife Alizée Thevenet in 2023, announced that his brand is now available at Sainsbury’s.
Sharing the news with his 346,000 Instagram followers, James posted a video of himself and Inigo looking at their products on sale at a store in Reading.
The Princess of Wales’ brother yesterday shared a video of his son Inigo going to see James and Ella on the shelves of his local Sainsbury’s.
The video begins with James pushing a trolley through the supermarket doors with his son, who is not facing the camera, sitting in front.
After a quick walk down the grooming aisle, James stops in front of his range of dog food and films Inigo reaching for a bag of treats.
The proud dad then pulled his son out of the stroller and showed him the little boy pulling an Ella & James product off the shelf and placing it into an open shopping bag.
The clip ends with Inigo grabbing a packet of dog treats after placing it back in the cart.
James wrote in the caption of the post: ‘THE RUMORS ARE TRUE. I took Inigo to our local Sainsbury’s today to show him our new James & Ella range on the shelves. A very proud moment.
‘I’m passionately growing my business and watching Inigo grow at the same time, knowing that none of this would have happened if it weren’t for Ella: the dog who saved my life.’
The business owner went on to reveal that James & Ella is sold in over 300 Sainsbury’s stores across the UK.
She continued: ‘I’ve made it my mission to make every dog’s life as happy and healthy as they’ve made mine, starting with the food they eat.
Pictured: James Middleton with his wife Alizee Thevenet in November 2019. The couple welcomed their first child together in 2021.
Pictured: James Middleton shares a video of his son Inigo seeing his brand of dog food on sale at Sainsbury’s
“I am so grateful for this amazing journey and for all those who have supported me. This is a great moment!”
The clip has racked up more than 6,100 likes since it was shared yesterday afternoon and fans were quick to congratulate James in the comments.
One gushed: “Aww, Inigo seems so sweet.”
Effusively praising James’ “cute boy,” another added: “congrats on expanding your brand as well.”
A third wrote: ‘That moment when a son is proud of his father’s passion and love for dogs.’
Pictured: The Princess of Wales’ brother James Middleton with his late spaniel Ella, who inspired his food brand James & Ella
Last month, James Middleton shared a sweet snap of his baby Inigo, wife Alizee (left) and their dogs as he talked about his new book.
Last month, James Middleton shared a photo of his wife and son as they watched him discuss his new book about grieving with his dogs.
The Princess of Wales titled her memoirs: Meet Ella: The Dog Who Saved My Life.
In 2020, James revealed how his spaniel Ella, who was the first dog he owned as an adult, helped him during his mental health battles.
Appearing on Lorraine, James explained: ‘Dogs mean a lot to me.
“I don’t think I would have the confidence to be sitting here talking right now without my dogs. So I’d go as far as to say that dogs have saved my life.
‘They are incredible companions, who sometimes go above and beyond what humans can do when it comes to rehabilitation.’
In January 2023, James revealed that Ella had sadly passed away aged 15 and wrote a tribute to her on The times.
Businessman James Middleton shared this photo of himself hugging Ella, taken just hours before she died in 2023.
James even created his own raw dog food company and named it after his beloved dog (pictured).
Describing how Ella helped him with his mental health issues, James wrote: “I have thought about suicide but never contemplated it. My thoughts stopped because Ella stood in my way.”
She also recalled the moment she had to bury her therapy dog, saying it took her four hours “because I knew once I was done digging, that would be the final goodbye.”
“The whole family came to say goodbye. I can’t speak for them, but I think she had an impact on their lives as well,” he added.
James continued: “My sisters (Kate and Pippa Middleton) came to some of my therapy sessions. They were always there during the tough times and they were there for me during the toughest times as well. For that, I am forever grateful to them.”
He previously told his followers that Ella helped him overcome depression and “saved his life”, leading him to sign up to Pets As Therapy, a charity that visits care settings with dogs to help people recover.
He and Ella had been volunteering at the charity for more than four years before their deaths.
James has previously described his ‘really difficult battle’ with the condition: ‘A few years ago I was in a very dark and lonely place, existing without purpose or direction, the constant anxiety throbbing in my heart taking away any joy, excitement or anticipation.
“It was around this time that I realized how much my dogs, particularly Ella, had helped me through a really tough battle with clinical depression. She saved my life.”
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