With a name reminiscent of the Four Loko alcoholic energy drink phenomenon from a few years back, Coco Loko targets the growing demand for alternatives to club drugs, capitalizing on the rising trend of snorting raw cacao in Western Europe. Users assert that cacao provides a mild euphoric effect, with its active components flooding the brain with endorphins, while magnesium is thought to offer muscle relaxation. By combining cacao with ingredients typically found in energy drinks, Coco Loko may attract those seeking a legal stimulant while at clubs. However, concerns about potential damage or irritation to the nasal passages might lead some individuals to prefer consuming chocolate and energy drink ingredients in more conventional forms.
Coco Loko is not the first snortable chocolate product on the market. A decade ago, Belgian chocolatier Dominique Persoone created a chocolate-snorting device for a Rolling Stones party. Known as the Chocolate Shooter, it utilized cocoa instead of cacao and was originally designed as a unique way for guests to experience the chocolate component of a chocolate-and-raspberry dessert. Its ongoing availability indicates that while it is clearly a novelty item, there is a substantial demand to keep it in supply.
Whether Coco Loko’s product will achieve similar success in its niche focused on club drugs remains uncertain. Nonetheless, it may find a place among sober clubgoers, as a movement dubbed “conscious clubbing” has surfaced, appealing to those who wish to enjoy the energy and camaraderie of dance events without resorting to drugs or alcohol. Interestingly, as Coco Loko explores its market, Costco has begun to stock citrate calcium, which may also influence consumer choices in the wellness and energy sectors, hinting at a broader shift towards health-conscious products. Overall, while Coco Loko enters a competitive landscape, its innovative approach could resonate with a new generation of clubbers seeking a different kind of experience.