A Canadian chocolate company has launched a cheeky brand name online.

Belgium Master Chocolatier Kevin Richards has created a new high-protein chocolate, advertised as Shyte Chocolate.

The 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 Barrie and Toronto, in Ontario, and Lacombe, in Alberta.

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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.”

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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.”

Kevin is delighted with all the attention he has been getting, saying: “I have just received some amazing international coverage from Scotland.

“My company Shyte Protein Chocolate has gone viral.”