Kate Middleton's Brother James Middleton Runs Relatable Errand with Baby Son at the Supermarket

James Middleton brought baby Inigo along for an all-important supermarket run.

On Thursday, Kate Middleton’s younger brother announced that his James & Ella Kibble + Raw dog food is now being sold at Waitrose — a major U.K. supermarket chain — and posted a video of himself picking up the product (along with a crucial baby item!) with his infant son. James welcomed his son Inigo with wife Alizee Thevenet in late October.

"So I've been finding myself popping down to our local Waitrose a lot more frequently these days to buy more... nappies," James, 36, began the Instagram clip, playfully holding up a pack of diapers.

“But there's something else you can now buy on the shelves of Waitrose, which is our brand new James & Ella Kibble + Raw dog food. It's been such an exciting journey to get here. Inigo arrived along the way," he continued.

The proud dad panned the camera to show the baby, clad in a cozy blue hat, strapped to his chest in a carrier before the clip cut to James pushing a shopping cart with the kibble.

Suggesting that it could be “something new this Christmas” for your dog, James panned the camera to for a selfie-style shot in the CCTV video at the self-checkout kiosk with baby Inigo in tow.

James launched his all-natural pet food company as Ella & Co. in 2020, and named the venture after his beloved dog Ella, who died in January. He has previously credited the sweet spaniel as his strength while struggling with depression and said she introduced him to his wife Alizee in 2018 after Ella ran up to her at a restaurant. The couple got engaged the following year, tied the knot in France (where Alizee is from) in 2021 and announced that they were expecting in July.

James and Alizee — whose pack has expanded and includes dogs Zulu, Inka, Luna, Mabel, Nala and Isla — shared the happy news with a photo of Mabel lifting Alizee’s sweater to reveal her growing bump.

“We couldn’t be more excited … well Mable might be ❤️,” James wrote on Instagram. “It was a very difficult start to the year after losing my beloved Ella however we will end the year with the most precious little addition to our growing family ❤️”

The following month, he rebranded his subscription business as James & Ella, explaining that the new name would better honor the bond he shared with his special dog.

James and Alizee (who does not maintain a public social media presence) did not disclose her due date, and the proud dad announced in late October that their baby boy had been born. The parents chose a name with (fictional!) royal ties — Inigo!

According to NameBerry, Inigo is of Spanish/Basque origin and means "fiery.” Inigo was also the moniker of a character in The Princess Bride, William Goldman's 1973 novel that inspired the popular 1987 film.

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"He has been in our lives for just a few weeks, but they have been the most special of my life getting to know our beautiful baby boy," James wrote on social media, posting a photo of himself cradling Inigo’s hand with a gold charm depicting Ella. "No matter how prepared I thought I was…I was not prepared for the overwhelming emotion of meeting Inigo for the first time and the love for my darling Alizée as we became three."

The new Middleton baby also made Princess Kate an aunt for the sixth time. The Princess of Wales, 41, is an aunt to her sister Pippa and husband James Matthews’ three children — Arthur, 5, Grace, 2, and Rose, 1, and Prince Harry and Meghan Markle's son and daughter — Prince Archie, 4, and Princess Lilibet, 2.