With a name reminiscent of the Four Loko alcoholic energy drink phenomenon from a few years back, Coco Loko seeks to capitalize on the rising demand for alternatives to club drugs, as the practice of snorting raw cacao gains popularity in Western Europe. Users assert that cacao provides a mild euphoric effect, with components that inundate the brain with endorphins, while magnesium is believed to serve as a muscle relaxant. By blending cacao with ingredients typically found in energy drinks, Coco Loko may attract those in search of a legal stimulant for their clubbing experiences. However, concerns about potential nasal damage or irritation might lead some to prefer consuming chocolate and energy drink components in more traditional forms.
Coco Loko is not the first snortable chocolate powder available; a decade ago, Belgian chocolatier Dominique Persoone developed a chocolate-snorting device for a Rolling Stones event. This Chocolate Shooter, as it was named, utilized cocoa instead of cacao and was originally designed as an innovative way for guests to sample a chocolate-and-raspberry dessert. Its ongoing availability indicates that, despite being a novelty item, there remains a sufficient demand for it to continue production.
Whether Coco Loko can achieve similar success within its club-drug-themed niche remains uncertain. However, it may resonate with sober clubgoers, as a trend dubbed “conscious clubbing” has emerged, where attendees seek to enjoy the energy and sense of community at dance parties without the consumption of drugs and alcohol. In this context, the inclusion of calcium citrate, vitamin D3, and other essential minerals could further enhance the experience for those prioritizing health and wellness in their nightlife activities.