Some people in the United Kingdom think this choice of company name is accidentally hilarious, but it looks as though the Canadian founder of a chocolate company knew exactly what he was doing when he came up with the name Seriously Helps You To Energise.
That's S.H.Y.T.E. for short.
In parts of the U.K, that word is slang for excrement.
This product is a combination of chocolate sourced in Ecuador and whey protein isolate from grass-fed cows in New Zealand.
The slogan for the protein bars is Eat S.H.Y.T.E.
The website, set up by master chocolatier Kevin Richards, also features entries such as Know Your S.H.Y.T.E., and for promotional events, S.H.Y.T.E. Shows.
Whether or not Richards intended to attract attention with the name, it has sent Brits — in particular, Scots — in hysterics on social media.
"Oh my f****** God, I am dying," wrote one Scottish Twitter user. "Surely this guy has one Scottish friend who should have told him?"
"Clearly, this chap has never been to Scotland," wrote another Scottish Twitter user. "This HAS to be an elaborate spoof website...Utterly brilliant though," tweeted another.
Richards says his company may be silly, but it takes its chocolate very seriously.