On Monday we attempted a quiet launch for Boomf, our new Instagram marshmallow business. It went round the world in a flash:
"Boomf's Marshmallows Give New Meaning to Instagramming Your Food" - ABC News
"It takes an unusual company to create such an unusual product, so it's no surprise Mint Digital is the brain behind this operation." - CNet
"They taste… exactly like marshmallows." The Next Web
"Bonus points for the first person to Instagram a picture of a marshmallow and print it on a Boomf marshmallow. Unless it unmakes existence as we know it." - TechCrunch
I like to think it started like this. "You know what's wrong with your Instagrams?" said the one. "Um, what?" said the other, her mind scanning the possibilities: poor filter choice, skewed shot-framings, overuse of the #nofilter tag. She was, honestly, a little bit offended.
She was also unprepared for the answer she got. "You can't eat them!" he replied.
Which is ... true. Instagrams, for all the things they are, are decidedly not one other thing: edible. And that's largely because Instagrams are not, strictly speaking, things. - The Atlantic
The prize for best headline from a foreign language publication goes to France's fantastically named L'Analytique de L'Aliment with The Edible Selfie.
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