James Middleton, 38, has shared an adorable video with his pack of dogs as he promoted his dog food product.
Taking to Instagram, Princess Kate's brother said he had just come back from a "very cold walk with the dogs" when his newly packaged item had arrived.
The 38-year-old's dogs showed keen interest in the box containing the food, with Inka, a cocker spaniel, sniffing profoundly.
James playfully said: "What is it Inka? What is it?" as his other dog, Isla, jumped up in his face in pure excitement.
James shared an adorable video of his dogs
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Princess Kate's brother unpackaged his brand's dog food and showcased its benefits.
Isla got straight into the bowl and started devouring the dish.
The 38-year-old's brand came to be after James's dog helped pull him "out of a really difficult battle with depression".
Princess Kate's brother has been very open with his mental health struggles, previously recollecting how his beloved dog Ella saved him from taking his own life during a severe depressive episode in 2017.
James's dogs showed keen interest in the product
|INSTAGRAM/ELLA.CO
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In one excerpt from his memoir "Meet Ella", James recounts a harrowing night when he contemplated suicide.
The 38-year-old entrepreneur describes how, at 2am on a November night, he felt life was "no longer worth living".
Unable to sleep or eat, James found himself on the roof of his flat, considering jumping.
"Dark thoughts crowd in on me. What can I do to make them stop? I think about jumping from the rooftop," he writes in the extract.
James had just finished a 'very cold walk' with his dogs when he showed off the product
|INSTAGRAM/ELLA.CO
But it was the presence of his cocker spaniel, Ella, which ultimately prevented him from taking his life.
Looking down through the skylight, he saw Ella's "gentle eyes looking back up at me".
"Her brown eyes are still staring intently at me, soulful and pleading, and as my gaze locks on hers again, my brain quietens," James wrote.
The thought of what would happen to Ella if he died became the turning point. He realised he couldn't leave her alone.
James's dog, Isla, showed keen interest
|INSTAGRAM/ELLA.CO
"She is the reason I do not take that fatal leap. She is Ella, the dog who saved my life," James concluded in the extract.
The 38-year-old first opened up about his mental health struggles in 2019, describing depression as a "cancer of the mind".
As an ambassador for the Pets as Therapy charity, he has previously written in The Telegraph about the positive impact of his dogs, stating: "Forcing myself to go out with them quickly makes me forget my struggles."
James also revealed how Ella's calming presence helped him through rehearsals for his high-stakes reading at his sister's wedding to Prince William in 2011.
Anyone feeling emotionally distressed or suicidal and is seeking support can call the Samaritans on 116123 or visit samritans.org.
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