James Middleton sets up his own happiness and wellbeing company for dogs

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The Duchess of Cambridge's younger brother, James Middleton, has unveiled his latest venture Ella & Co

May 19, 2020 - 12:24 BST Danielle Stacey The Duchess of Cambridge's younger brother, James Middleton, has launched an exciting new venture inspired by his closest companions. The 33-year-old entrepreneur, who has a golden retriever and five black spaniels, has set up Ella & Co - a happiness and wellbeing company for dogs.

In the past, James has spoken about the positive impact his pet pooches have had on his mental health and he wants to return the favour with a new type of pet food. The businessman has come up with the concept of freeze-dried raw food, which has been developed alongside nutritionists and vets and consists of the healthiest natural ingredients for dogs. James explains that freeze-drying has the benefits of a raw diet but without the hassle of defrosting pet food.

On his new website, Ella.co, James writes:"It's nearly impossible to fully calculate our pets’ value. While we wouldn't think twice about the little things we do for ourselves – morning coffee, gym memberships, dinners out and spending money at the pub – we can forget about investing in our pets' long-term health and wellbeing.

"At Ella & Co, creating the most convenient, nutritionally-rich, ethical, and delicious freeze-dried raw dog food available in the UK is our first, small step towards a dog food revolution. I developed Ella & Co's freeze-dried raw food with nutritionists and industry experts to create a complete and balanced meal, specially designed for the benefit of our dogs.

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