James Middleton launches a dog food, named after one of his pooches, and opens up about his mental health

By Heather Cichowski

James Middleton absolutely adores his dogs. And they are the inspiration behind his new venture! Duchess Kate's brother has just launched Ella & Co, freeze-dried raw dog food.

He shared the exciting news on his Instagram on June 23. In the post, he revealed the inspiration behind the brand – his faithful dog Ella, who the range is named after! Ella has been with James through his battle with depression, and he has previously paid tribute to the pooch on World Mental Health Day.

In his announcement, the 33-year-old wrote more about his mental health and how it relates to his dogs and the new company.

"I remember sitting in the therapists chair with Ella by my side having taken a leave of absence from my company Boomf to focus on my clinical depression," James began the post.

"With tears in my eyes I said 'what am I going to do next,'" he recalled.

The businessman divulged that his confidence was low and he was dealing with negative emotions.

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I remember sitting in the therapists chair with Ella by my side  having taken a leave of absence from my company Boomf to focus on my clinical depression, with tears in my eyes I said “what am I going to do next” I had zero confidence & I felt like a complete failure - the Therapist said, “do something you love - you love your dogs and have so much confidence around them so why not try and include them in your next venture” and so the journey of Ella & Co begins. . I am extremely proud to be launching @ella.co - this is not just a business, this is my heart & soul, I couldn’t be more excited to share it with you. Ella has been my inspiration & I want to do everything I can to give back to her and the rest of my wonderful dogs for everything they have done for me over the years. The first step in my journey: creating the perfect balanced diet    凌 復 . As a special thank you, I would like to offer all my followers a 50% discount code JAMES50 to trial @ella.co for all the support I have received. (please note we can only ship to the UK for now but stay tuned for more to come) link in bio www.ella.co . #ellaco #helloella #jamesandella #rawdogfood #rawpetfood #rawfeddogsofinstagram #healthydogfood #rawfeeding

A post shared by James Middleton (@jmidy) on

"I had zero confidence & I felt like a complete failure," James continued. "The Therapist said, 'do something you love - you love your dogs and have so much confidence around them so why not try and include them in your next venture' and so the journey of Ella & Co begins."

Alizee Thevenet's fiancé ended the post with an introduction to Ella & Co.

"I am extremely proud to be launching @ella.co - this is not just a business, this is my heart & soul, I couldn’t be more excited to share it with you.

"Ella has been my inspiration & I want to do everything I can to give back to her and the rest of my wonderful dogs for everything they have done for me over the years.

"The first step in my journey: creating the perfect balanced diet," he concluded.

MORE: James Middleton's dog gives birth, and the sale of the puppies will help support an important cause

The difference in Ella & Co is that the raw mix is frozen using a specialist vacuum chamber and 98 per cent of the moisture is drawn off. The nutritional value of the raw ingredients remains, and the end product looks like kibble. The dog food is made of 80 per cent free-range meat, 15 per cent fruit and vegetable, and 5 per cent Ella's Herbal Mix!

Ella & Co can only ship within the U.K. right now, but James promised in his introductory Instagram to "stay tuned for more to come." There are already some Canadian commenters congratulating James on his new venture and eagerly anticipating a launch in our country.


James's doggy family also includes Zulu, Inka, Luna and Mabel. Puppy Nala was introduced at the end of May! His dog pack mostly consists of black Spaniels, but Mabel is a Golden Retriever. The group is pictured with James in the videos introducing Ella.

Kate's brother has shared a lot of exciting dog-related news lately. Luna gave birth at the end of May. The sale of the puppies will help support Pets As Therapy (PAT), for which James is an ambassador and volunteer.


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