Forget about s’mores, there’s a new marshmallow king in town!

James Middleton (brother to Kate Middleton, of course) has mastered the art of digital, edible food—and OK! is bringing it to you… for FREE! Read on to learn more about James’ company and how you can win an awesome prize.

James Middleton, Courtesy of Boomf
James Middleton, Courtesy of Boomf

According to James, the concept was simple:

“I was experimenting with ways of creating edible objects from digital content. I was working to three criteria: 1. they had to be delicious 2. they had to fit though a letterbox (that is, not parcel-sized) and 3. they could be personalisable.”

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But why marshmallows, you ask?

“Marshmallows are a quintessential component of childhood,” James continues. “Whether in a mug of hot chocolate or a campfire sing-song. We are delighted to bring Instagram into the real world… if only for a moment before it gets eaten.”


And don’t worry—he’s not too wrapped up in the daily royal world, as you might expect.

James goes on to say, “I spent a lot of time developing the machines and techniques needed to print onto a marshmallow. I have built a great team who make every pack by hand. Before Christmas, orders kept coming at such a rate so I was wearing a hair net (and beard net) working from the early hours to late at night getting Boomf out the door.”

Here’s step-by-step instructions on how to enter the Instagram contest and win one of THREE free Boomf packages:

1. Make sure you’re on Instagram between 12:01am ET on Monday, February 17th and Friday, February 21st at 11:59pm ET. That’s when the contest is live!

2. Follow @OKMagazine and @Boomf on Instagram.

3. Post an awesome picture on your Instagram account with the hashtag #OKBoomfSweeps & tell us why this particular photo deserves to be made into a marshmallow.

4. Stay tuned to @OKMagazine‘s Instagram—we’ll contact you on Monday, February 24th if you’ve won!

Do you love the idea of customizable marshmallows as much as we do? What’s your favorite way to eat them?  Share in the comments or tweet us @OKMagazine.

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