James Middleton has shared an adorable video of his son Inigo helping to promote his dog food range now on sale at Sainsbury's.

Princess Kate’s brother, 37, who lives in a £1.4 million home in Berkshire, launched his brand James & Ella freeze-dried raw dog food in 2020.

James, who named the brand after his late dog Ella, has also expanded into freeze-dried raw food toppers and air-dried treats.

The father-of-one welcomed his first son with wife Alizée Thevenet in 2023, and the couple decided to call on Inigo to help promote the new product.

Sharing the news with his 346,000 Instagram followers, James posted a video of him and Inigo visiting his local Sainsbury’s supermarket in Reading to make sure the product had made it on the shelf.

The video shows James pushing a trolley through the doors of the supermarket with Inigo inside – with his face partly concealed - sitting in the front.

After speeding through the aisles, James pauses in front of his dog food range and films Inigo reaching out for a bag of the dog treats.

James captioned the Instagram 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.”

James then went on to reveal that James & Ella is stocked in over 300 Sainsbury's stores across the UK and hopes it will be a success.

The Middletons haven't had the best of luck in business. James had previously set up the failed Boof marshmallow business and the Cake Kit Company.

He also founded Nice Cakes and Nice Wine, and in 2015 applied to have the two cake businesses as well as his wine label removed from the official register at Companies House.

The Party Pieces company set up by Michael and Carole Middleton back in 1987 famously went into administration last June, with over £2.5 million worth of debt.