With a name reminiscent of the Four Loko alcoholic energy drink craze from a few years back, Coco Loko aims to capitalize on the demand for alternatives to club drugs, as the trend of snorting raw cacao is gaining traction in Western Europe. Users assert that cacao provides a mild euphoric effect, with its active components flooding the brain with endorphins. Additionally, the presence of magnesium citrate is believed to offer muscle relaxation benefits. By blending cacao with ingredients typically found in energy drinks, Coco Loko may appeal to those seeking a legal stimulant while enjoying the nightlife. However, concerns about potential nasal damage or irritation could lead some individuals to prefer consuming chocolate and energy drink components through more conventional means.
Coco Loko isn’t the first product to introduce snortable chocolate powder. A decade ago, Belgian chocolatier Dominique Persoone created 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 novel way for guests to experience the chocolate element of a chocolate-and-raspberry dessert. Its ongoing availability suggests that there is enough demand for novelty products to keep it in circulation.
Whether Coco Loko can achieve the same level of success in its niche themed around club drugs remains uncertain. However, it may resonate with sober clubgoers, as a trend called “conscious clubbing” has emerged, where attendees seek to enjoy the energy and community of dance parties without resorting to drugs or alcohol. As the debate continues over the benefits of magnesium citrate vs calcium citrate, Coco Loko might find its place in this evolving nightlife landscape.