Princess Kate's brother launched a dog food brand in a high-end supermarket.
James Middleton, 36, took to Instagram to announce his new dog food brand, under the label James & Ella.
The younger brother of the Princess of Wales wrote: "James & Ella is now in @waitrose.
"I have some very exciting news to share! Now, not only can I pick up the essentials for Inigo at my local Waitrose...
"You can also pick up a bag of our brand new delicious KIBBLE + RAW dog food!
"It’s been such an exciting journey, with baby Inigo arriving along the way.
"I’m pleased to report the food is fully approved by all my dogs, including Isla, who has been on a top-secret mission testing our new puppy option!
"I believe the best thing you can do for your dog is to feed them the best possible diet…
James Middleton is a well-known dog lover
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"And now it’s even easier to give them a raw boost to their diet! Head to your nearest Waitrose and treat your dog to a RAW BOOST this Christmas.
"Here’s to happy, healthy, tail-wagging moments with James & Ella’s KIBBLE + RAW! I’d love to hear what your dog thinks."
James's fans commented underneath the post to express their joy at the news.
One royal watcher said: "Who better than a huge dog lover to make healthy food for our fur babies."
James Middleton and Alizee Thevenet welcomed their first child earlier this year
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James Middleton and Pippa Middleton at the Coronation
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Another social media user said: "Fantastic, come to the US!"
Similarly, one commented: "Aww. You look right at home here.
"I’m a big dog lover. Can we get this in Canada?"
"Exciting news! Congratulations!!!" another added.