SURELY someone should tell him?

Chocolatier Kevin Richards has created a new high-protein chocolate bar... but there's a wee bit of bother with the name.

Shyte Chocolate sounds a little bit too close to the famous Scottish swear word - and the internet can't get enough of it.

The name is apparently an acronym for ‘seriously helps you to energise’.

And its website shows protein chocolate for sale across Canada for $10.

Kevin says on his website: “Everything that I do is with the highest quality ingredients and most premium chocolate.

“My chocolate & 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!”

He added on the brand's Facebook page: “We may be silly, but we take our chocolate very seriously.

“Welcome to REAL CHOCOLATE with REAL PROTEIN.

“Please…Eat Shyte.”

And Twitter reacted in predictable fashion.