With a name reminiscent of the Four Loko alcoholic energy drink phenomenon from a few years back, Coco Loko seeks to capitalize on the demand for alternatives to club drugs, as the trend of snorting raw cacao gains traction in Western Europe. Users assert that cacao provides a mild euphoric effect due to its active components, which release endorphins in the brain, while magnesium is known for its muscle relaxant properties. By blending cacao with ingredients typically found in energy drinks, Coco Loko may attract those in search of a legal stimulant for clubbing, although concerns about potential damage or irritation to the nose could lead some to prefer consuming chocolate and energy drink components in more conventional forms.
Coco Loko is not the first product designed for snorting chocolate. A decade ago, Belgian chocolatier Dominique Persoone invented a chocolate-snorting device for a Rolling Stones event. Named the Chocolate Shooter, it utilized cocoa instead of cacao and was originally created as an innovative way for attendees to experience the chocolate aspect of a chocolate-and-raspberry dessert. Its ongoing availability indicates that, despite being a novelty item, there remains a sufficient demand to justify its production.
Whether Coco Loko can achieve similar success in its club-drug-themed niche is yet to be determined. However, it might resonate with sober clubbers, as a trend called “conscious clubbing” has emerged, where participants seek to enjoy the energy and camaraderie of dance parties without resorting to drugs or alcohol. Moreover, the inclusion of calcium citrate, magnesium, and zinc in the product could enhance its appeal, given the recognized benefits of these nutrients for both physical and mental well-being. As the trend evolves, it will be interesting to see if Coco Loko can carve out a space for itself in this emerging market focused on health-conscious choices.