The Duchess of Cambridge's brother, James Middleton, has announced the launch of his new freeze-dried dog food company, in honour of his therapy dog Ella.\r\n\r\nIn a blog post on the company\u2019s website, Middleton revealed he suffered from depression after starting his greeting cards business Boomf in 2013.\r\n\r\nHe said: \u201cElla and Co is a\u00a0 happiness and wellbeing company for dogs. The idea was born out of my close bond with my therapy dog, Ella. I wanted to repay her, and my other amazing dogs, by becoming the best owner I can be.\u201d\r\n\r\nMiddleton, who has five dogs, added that he developed Ella and Co\u2019s freeze-dried raw food with nutritionists and industry experts to create a complete and balanced meal, specially designed for the benefit of dogs.\r\n\r\nHe said maintaining a raw diet for dogs was a \u201chuge hassle\u201d and was choosing between the health of his dogs, and the convenience necessary to navigate his \u201cbusy life\u201d.\u00a0\r\n\r\nSpeaking about his mental health, Middleton said: \u201cDuring this difficult time, my dogs saved me. They were my friends, companions, teachers and therapists.\u201d\r\n\r\nHe said: \u201cIt\u2019s nearly impossible to fully calculate our pets\u2019 value. While we wouldn\u2019t think twice about the little things we do for ourselves \u2013 morning coffee, gym memberships, dinners out and spending money at the pub \u2013 we can forget about investing in our pets\u2019 long- term health and wellbeing. "