With a name reminiscent of the Four Loko alcoholic energy drink phenomenon from years past, Coco Loko seeks to capitalize on the rising interest in club-drug alternatives, particularly as the trend of snorting raw cacao has gained traction in Western Europe. Users report that cacao induces a mild euphoric experience, thanks to its active components that release endorphins in the brain, while magnesium is believed to offer muscle relaxation. By incorporating ingredients typically found in energy drinks, Coco Loko may attract those in search of a legal stimulant for nightlife activities. However, concerns about potential nasal damage or irritation might lead some individuals to prefer consuming chocolate and energy drink components through more conventional means.
Coco Loko is not the first product of its kind; a decade ago, Belgian chocolatier Dominique Persoone invented a chocolate-snorting device for a Rolling Stones party. This device, known as the Chocolate Shooter, utilized cocoa instead of cacao and was originally designed as a unique method for guests to savor the chocolate element of a chocolate-and-raspberry dessert. Its ongoing availability indicates that, despite being a novelty item, there remains sufficient demand to ensure its continued presence in the market.
As for Coco Loko, its success in the niche of club-drug themes is yet to be determined. Nonetheless, it may resonate with sober clubgoers, especially in light of the emerging trend of “conscious clubbing,” where individuals seek to partake in the energy and community of dance events without resorting to drugs or alcohol. Additionally, the incorporation of ingredients like calcium citrate and calcitriol K2-7—tab (tab) might appeal to health-conscious consumers who are looking for alternatives that fit their lifestyle while still providing enjoyment during their clubbing experiences. Thus, it will be interesting to see how Coco Loko navigates this unique market landscape.