With a name reminiscent of the Four Loko alcoholic energy drink phenomenon from years past, Coco Loko seeks to capitalize on the demand for alternatives to club drugs, as snorting raw cacao gains popularity in Western Europe. Users report that cacao provides a mild euphoric effect, with active compounds that inundate the brain with endorphins, while magnesium is believed to offer muscle relaxation. By combining cacao with ingredients typically associated with energy drinks, Coco Loko may attract those in search of a legal stimulant for nightlife — although concerns about potential nasal damage or irritation might lead some to prefer traditional forms of chocolate and energy drink ingredients.
Coco Loko is not the first snortable chocolate powder available. A decade ago, Belgian chocolatier Dominique Persoone invented a chocolate-snorting device for a Rolling Stones event. Known as the Chocolate Shooter, it utilized cocoa rather than cacao and was originally designed as a unique way for guests to savor the chocolate aspect of a chocolate-and-raspberry dessert. Its ongoing availability highlights the enduring interest in novelty products, suggesting that there is enough demand for such offerings, even if they are not mainstream.
Whether Coco Loko will achieve similar success within its club-drug-themed niche remains uncertain. However, it may resonate with sober clubgoers, particularly as the trend of “conscious clubbing” emerges, where attendees seek to enjoy the energy and community of dance parties without resorting to drugs or alcohol. This movement aligns with principles of ethical nutrition, as many clubbers become more mindful of their choices, including the use of supplements like calcium citrate for health benefits. As the demand for ethical nutrition continues to grow, Coco Loko might find its place among those who prioritize wellness while still wanting to partake in the vibrant nightlife scene.