James Middleton reveals the idea for his new project came to him during a therapy session as he opens up on depression battle

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James Middleton has opened up about his battle with mental health once again.

• The Duchess of Cambridge’s brother, James Middleton, has opened up about his mental health.
• James has explained how the idea for his new business venture came to him during a therapy session.
• This royal news comes after a royal expert revealed Princess Diana’s adorable nickname for Prince William.

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The businessman and entrepreneur is the younger brother of the Duchess of Cambridge, Kate Middleton – and if he’s known for anything else, it’s his love of pooches.

James is the proud owner of a number of four-legged friend and regularly shares adorable photos of his pack online.

Now, the future Queen consort’s brother has revealed he’s launching a dog food company, named after his beloved dog, Ella.

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“Dogs really do change lives & save lives” – something I’ve been saying for years 🐾 . This year I’m delighted to be the ambassador of @thekennelclubuk Friends for Life competition- I have truly been touched by the amazing five finalists who I had the pleasure of meeting along with their four legged heroes 🐾 . You can read & watch their stories from the link in my bio. Its a public vote so please vote & I will be presenting the winner at Crufts this Sunday 🏆

A post shared by James Middleton (@jmidy) on Mar 3, 2020 at 3:53am PST

Sharing the news of the launch on Instagram, James explained that his new dry dog food provides all the nutritional value of raw food.

Confessing that it was his battles with mental health that spurred him on in the career venture, James wrote, ‘I remember sitting in the therapist’s 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.’

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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 🍠 🍎 🍗 🥕 🥦 . 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 Jun 22, 2020 at 8:23am PDT

Crediting his therapist for helping to realise he needed to branch out into his new project, James added, ‘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.’

Swooning over his gorgeous pup Ella, he went on, ‘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.’

James has opened up in the past about his mental health demons, highlighting that it was his pets who got him through the dark times.