James Middleton, the 27-year-old younger brother of HRH Catherine, the Duchess of Cambridge, has a business venture that hopes to make coming out as gay a little easier and a little sweeter.

Middleton's company Boomf allows customers to put personalized images on marshmallows. One of the uses of customized marshmallows? According to Boomf, to tell your friends and loved ones that you're gay.

Via The Daily Mail:

In a promotional video for his business Boomf, James Middleton says his sweets are the perfect way to break the news to friends and family with the slogan: ‘These pre-designed messages make that nerve-racking announcement a whole lot sweeter.'

The company offers £15 boxes of rainbow-coloured marshmallows which read ‘I'm gay!' and ‘I'm coming out!' The video – titled ‘Say “Hey I'm gay” with Boomf!' – features a man struggling to find a way to tell friends that he's gay and turning to the tasty treats.

Notably, The Daily Mail refers to Middleton as Catherine's “bachelor brother” and says he “raised eyebrows” with his latest ad campaign for his company. Just whose eyebrows exactly were raised though?

Boomf took to its blog to talk about their marketing towards a gay audience, writing, “Boomf is all about the big messages in life. We felt we were missing a way to say ‘straight is great, but gay is the way', so Boomf! There it is! These pre-designed messages make that nerve-wracking announcement a whole lot sweeter.” The company also links to its other “homo-fabulous” designs.

Watch the ad, below.