Berry-Burn-Choc

Exclusive: Bodyism founder James Duigan on the success of his superfood chocolate bars

by Elisa Roche

A chocolate bar that claims to help you lose weight has become the latest A-list celebrity superfood with a waiting list. Bodyism Berry Burn chocolate bars are selling out so fast at the brand's eponymous café in Notting Hill and its online store that bosses have had to restock twice since the start of the year and even put a limit on people buying in bulk.

Celebrity fans of the miracle bars are said to include Sienna Miller, supermodels Arizona Muse and Saffron Aldridge and shoe designer to-the-stars Charlotte Olympia. Wife of Bodyism boss James, model Christiane Duigan, 34, is also a pretty fantastic ambassador for the chocolate, with her incredibly toned, lithe figure.

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James-Duigan

Bodyism founder James Duigan and his wife Christiane Duigan

At the Bodyism shop and gym in Notting Hill they have had to restrict sales to four bars per person, whereas online buyers can get six in a box. "You are like the new improved Willy Wonka," enthused one fan on Instagram, while others have made enquiries from as far afield as Dubai, Hong Kong and America.

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The rich bars are made from 85% raw cacao which is packed with antioxidants, said to help with cell ageing and even warding off cancer. Each bar is so rich that just a few squares are said to satisfy sweet-toothed cravings and they have been designed specifically as a post workout treat that can help to raise metabolism and keep bodies in fat-burning mode hours after exercise.

Berry-Burn-Choc

Bodyism's Berry Burn chocolate bars have a waiting list

The bars also contain acai and goji berries which are some of the best ingredients to eat post-exercise because they are a natural energy booster rich in immune-boosting Vitamin C. And they keep you feeling full with pea protein, which also helps repair muscles and maintain the lean look. Other ingredients are anti-inflammatories like Aloe Vera, green tea and current trendy super spice turmeric, all of which are said to help muscles spring back after exercise.

STORY: Why turmeric is the celebrity superfood of choice

James Duigan, founder and CEO of the Bodyism gyms and the lifestyle brand known as 'Clean & Lean', created the chocolate because he strongly believes people should not restrict themselves when they are leading active lifestyles. "One thing that stands true is that people are always going to eat chocolate - and so you should!" he told HELLO! "My challenge was to create a bar of chocolate that not only tasted delicious but also that was genuinely nourishing for you too. We've managed to combine Berry Burn our metabolism-boosting, antioxidant-rich, fat-burning supplement with the best quality, organic, refined-sugar free chocolate."

The chocolate is currently only available in the UK, much to some fans' dismay.

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