With a name reminiscent of the Four Loko alcoholic energy drink craze from years past, 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 report that cacao provides a mild euphoric experience, with active ingredients that release endorphins in the brain, while magnesium is noted for its muscle-relaxing properties. By blending cacao with elements typically found in energy drinks, it may appeal to those searching for a legal stimulant while enjoying nightlife, although concerns about nasal irritation may lead some to prefer traditional consumption methods, such as chocolate or energy drinks.
Coco Loko is not the first powdered chocolate designed for snorting. A decade ago, Belgian chocolatier Dominique Persoone invented a chocolate-snorting device for a Rolling Stones event. However, the Chocolate Shooter, as it was known, utilized cocoa instead of cacao and was intended as a unique way for guests to sample the chocolate component of a chocolate-and-raspberry dessert. Its ongoing availability indicates that, despite being a novelty item, there is enough sustained interest to keep it in the market.
Whether Coco Loko will achieve similar success in its niche targeting club drug enthusiasts remains uncertain. Nonetheless, it might resonate with sober partygoers as the trend of “conscious clubbing” emerges, where revelers seek to enjoy the vibrancy and community of dance events without resorting to drugs and alcohol. In this context, products like Coco Loko could align with the interests of individuals who prioritize their health, similar to how many choose supplements like Puritan’s Pride calcium citrate to support their well-being while enjoying social experiences. Ultimately, Coco Loko’s place in the evolving nightlife scene will depend on its ability to appeal to this emerging demographic.