Kate Middleton's little brother has the best job ever.

James Middleton is quite possibly the world’s only marshmallow entrepreneur. 

Kate and Pippa Middleton‘s 26-year-old brother looked at the confectionary industry. He looked at how popular Instagram has become. And he thought to himself, “There must be a way to combine marshmallows and photographs.”

And so the noble visionary started his own company that prints your Instagram photos onto marshmallows and delivers them to your home. The business is called Boomf — because, as James says, that’s the sound a personalised marshmallow makes when it lands in your letterbox. Or, as he tells New York Magazine‘s The Cut, the sound you would make if you walked into a giant marshmallow.

Or, sweet James, the sound of our hearts skipping a beat when we read about your incredible marshmallow selfie empire.

Yes, we’re being completely serious.

This is not a joke.

It’s as good as any joke you could ever think up, but it’s real.

Prince William‘s brother-in-law sells personalized marshmallow squares online for a living. They look a little something-something like this:

Discovering for the first time what James did for his livelihood brought us all great joy. Much like the joy a photograph of a gingerbread man printed on a marshmallow square brought to journalist Erica Schwiegershausen during her interview with James.

Erica’s introduction is so perfect, it’s worth reproducing here:

“When you see yourself on a marshmallow, or your loved one or your pet, you have a little moment with that little marshmallow. There aren’t many products in the world like that,” he [James] told the Cut over coffee, after insisting that we dunk a bright yellow, gingerbread-man-printed marshmallow in our cappuccino. (“It turns a quite boring-looking cappuccino into something that’s actually quite fun now,” he said, looking pleased with the admittedly cute result.)

In the interview that follows, James reveals that the biggest marshmallow they’ve ever made is A3 size. As shown here:

Yes, that’s James holding a giant marshmallow with a photo of himself printed onto it. The man is just the gift that keeps giving.

He takes his marshmallow business very seriously, making sure he samples every single batch. He also oversees the dusting and printing processes, both of which he says are more difficult than you’d imagine because marshmallows are “menacing” and “very sticky”. Since its launch in December 2013, Boomf has sold approximately $100,000 of personalised marshmallow and is currently looking for investors.

But James continues to dream big when it comes to Boomf. He imagines a time when government agencies might print secret coded messages on the fluffy treats, or at least someone might want to propose marriage via an Instagram-printed gelatine and sugar.

What can we say? Sky’s the limit, James. And the clouds look a lot like marshmallows.