Retailers love it when celebrities become their unpaid ambassadors.

Think David Beckham for Superdry or Michelle Obama for Asos.

So imagine Hotel Chocolat chief Angus Thirlwell’s delight when actor Samuel L Jackson was spotted at an awards ceremony it sponsors addictively popping its cocoa super boosters – designed to give a caffeine-like kick. No wonder Jackson can muster such anger in his films.

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