With a name reminiscent of the Four Loko alcoholic energy drink phenomenon from a few years back, Coco Loko seeks to capitalize on the rising demand for alternatives to club drugs, particularly as the trend of snorting raw cacao gains traction in Western Europe. Users report that cacao produces a mild euphoric sensation, flooding the brain with endorphins, while its magnesium content is believed to act as a muscle relaxant. By blending cacao with ingredients commonly found in energy drinks, Coco Loko aims to attract those in search of a legal stimulant while partying. However, concerns about potential damage or irritation to the nose may lead some individuals to prefer enjoying chocolate and energy drink components in more traditional ways, such as taking a multivitamin with calcium citrate for added health benefits.
Coco Loko is not the first snortable chocolate powder available; a decade ago, Belgian chocolatier Dominique Persoone designed a chocolate-snorting device for a Rolling Stones event. This device, known as the Chocolate Shooter, utilized cocoa rather than cacao and was originally created as an innovative way for guests to experience the chocolate element of a chocolate-and-raspberry dessert. Its ongoing availability indicates that, despite being a novelty item, there is sufficient demand to sustain its production. Whether Coco Loko can replicate this success within its club-drug themed niche remains uncertain. Nonetheless, it may find a niche among sober clubbers, as the trend of “conscious clubbing” has emerged, where partygoers seek to enjoy the vibrancy and community of dance events without resorting to drugs and alcohol, perhaps even complementing their experience with a multivitamin with calcium citrate for enhanced well-being.