A Canadian chocolatier has the internet in hysterics after eagle-eyed Scots spotted his very cheeky brand name online.
Belgium Master Chocolatier Kevin Richards has created a new high-protein chocolate, advertised as Shyte Chocolate - and the internet can’t get enough of it.
The hilarious name is apparently an acronym for ‘seriously helps you to energise’.
The company’s website advertises protein chocolate in a choice of flavours for $10, which can be bought in independent retailers in Ontario, Toronto and Alberta.
Kevin says on his website: “Everything that I do is with the highest quality ingredients and most premium chocolate.
“My chocolate and cocoa is always Point of Origin to Me. “I put my name behind each creation.”
But it could be that Kevin is in on the joke as the Shyte Show section of his website says: “It’s where shyte hits the fans.”
The website also states: “We may be silly, but we take our chocolate very seriously. “Welcome to real chocolate with real protein.
“Please…Eat Shyte.” And Kevin is delighted with all the attention he has been getting online saying: “I have just received some amazing International coverage from Scotland.
“My company Shyte Protein Chocolate has gone viral.”