James Middleton has shared a heartwarming video of his son Inigo viewing his dog food range as it hits shelves in Sainsbury’s.
The Princess of Wales‘ brother, 37, 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 into air-dried treats and freeze-dried raw food toppers.
Earlier this week, the father-of-one who welcomed his first son with wife Alizée Thevenet in 2021 – announced that his brand is now stocked in Sainsbury’s.
Sharing the news with his 346,000 Instagram followers, James posted a video of him and Inigo going to see his products on sale in a store in Reading.
The Princess of Wales’ brother shared a video of his son Inigo going to see James & Ella on shelves in their local Sainsbury’s yesterday
The video opens with James pushing a trolley through the doors of the superstore with his son – who isn’t facing the camera – sitting in the front.
After whizzing through the beauty aisle, James then pauses in front of his dog food range and filmed Inigo reaching out for a bag of treats.
Following this, the proud father took his son out of the trolley and showed the toddler knocking an Ella & James product off the shelf into an open shopping bag.
The clip ends with Inigo clutching onto a pack of dog treats after being put back in the trolley.
James captioned the post: ‘THE RUMOURS ARE TRUE. Today I took Inigo to our local Sainsbury’s to show him our new James & Ella range on the shelf! A very proud moment.
‘I’m passionately growing my business & watching Inigo grow at the same time, knowing that neither would have existed if it hadn’t been for Ella: The Dog Who Saved My Life.’
The business owner then went on to reveal that James & Ella is stocked in over 300 Sainsbury’s stores across the UK.
He continued: ‘I set out on a mission to make all dogs lives as happy and healthy as they have made mine, starting with the food they eat.
Pictured: James Middleton with his wife Alizee Thevenet in November 2019. The couple welcomed their first son together in 2021
Pictured: James Middleton shares video of son Inigo viewing his dog food brand on sale in Sainsbury’s
‘I’m so grateful for this incredible journey, and for those of you who have supported me. This is a big moment!’
The clip has amassed over 6,100 ‘likes’ since it was shared yesterday afternoon and fans were quick to congratulate James in the comments.
One gushed: ‘Aww Inigo looks so sweet.’
Gushing over James’ ‘cute boy’, another added: ‘congratulations also for your brand expansion.’
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 son Inigo, his wife Alizee (left) and their dogs who watched him talk 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 grief with their dogs.
The Princess of Wales named his memoir: Meet Ella: The Dog Who Saved My Life.
In 2020, James revealed how his spaniel Ella – who was the first dog he had as an adult – helped him during his mental health battles.
Appearing on Lorraine, James explained: ‘Dogs mean a huge amount to me.
‘I think without my dogs, I wouldn’t have the confidence to be sat here speaking now. So I could go as far as saying dogs have saved my life.
‘They’re incredible companions, that go further then sometimes humans can, in way of rehabilitation.’
In January 2023, James revealed that Ella had sadly passed away aged 15 and wrote a tribute to her in The Times.
Entrepreneur James Middleton shared this photo of him cradling Ella, taken just hours before she died in 2023
James even set up his own raw dog food company and named it after his beloved dog (pictured)
Describing how Ella helped with his mental health battles, James wrote: ‘I have thought about suicide but never actually contemplated it. My thoughts were stopped short because Ella got in the way.’
He also recalled the moment he had to bury his therapy dog, saying it took him four hours ‘because I knew once I had finished digging, that would be the final farewell.’
‘All the family came to say their goodbyes. I can’t speak for them but I believe she influenced their lives too,’ he added.
James continued: ‘My sisters [Kate and Pippa Middleton] came to some of my therapy sessions. They’ve always been there during difficult times and they were at my side during the hardest of times as well. For that, I am for ever grateful.’
He previously told his followers Ella helped him overcome depression and ‘saved his life’, leading him to sign up with Pets As Therapy, a charity which visits care settings with dogs in order to help people recover.
He and Ella had been volunteers with the charity for more than four years before her death.
James has previously described his ‘really difficult battle’ with the condition: ‘A few years ago I was in a very dark and lonely place, I was existing without purpose or direction, the constant heart thudding anxiety stripped away any joy, excitement or anticipation.
‘It was during this time that I realised how much my dogs, in particularly [sic] Ella, helped me during a really difficult battle with clinical depression. She saved my life.’