‘Coco Loko’ – Scrumptious ‘Snortable Chocolate’
Raw cacao snuff is the right stuff. Get dusted on dry chocolate.
First came JOLT, the caffeine gum, fizzies and mints that make you feel zingy and zealous all day long. Then Red Bull made a humongous splash, pocketing bucket loads of cash as it became the world’s ‘it-est’ beverage for extreme athletes, club kids, caffeine fiends and even Eminem. Now meet Coco Loko, a “snortable” chocolate powder/inhalant being marketed as a drug-free way to get mad lifted.
The sniffable cacao, created by Orlando-based firm Legal Lean, includes cacao powder combined with gingko biloba, taurine and guarana, which, we all know, are the jolly, jitter-inducing ingredients in the energy drinks we guzzle down daily.
Nick Anderson, the 29-year-old founder of Legal Lean, says he heard about a “chocolate-snorting trend” in Europe a few months back. He ordered a few samples and gave it a whirl. That inspired him to invest $10K into synthesizing his own “raw cacao snuff.” It took about 10 tries over three months to come up with the uplifting concoction, which is “almost like an energy-drink feeling, like you’re euphoric but also motivated to get things done,” said Nick. “It lasts for about 30 minutes.”
For $25 bucks you can score about ten servings of the stuff (around 3.5 grams). Nick and his brother, a brash rapper called Bezz Believe (above), are busy trying to make phat stacks selling the joy powder and promoting it across social media platforms. The bros say Coco Loko is popular in the hip-hop community and on college campuses in Houston, Atlanta and around Orlando. Gamers, ravers and chocolate connoisseurs are also getting in on the kick.
Nick said he first got into the stimulants game when he made a “proprietary, drug-free version of Lean” — a cough syrup-cocktail ‘elixir’ traditionally made with promethazine, codeine and occasionally oxycodone that is known in hip-hop circles as “Purple Drank” and “Sizzurp.” His grape-flavored version, formulated over three months, is infused with herbal extracts only and marketed as a “dietary supplement” (the FDA isn’t on board yet, though).
The cacao contagion is going global lately, with London and Tokyo getting in on the high, consuming heaps of cacao-laced drinks, pills and dust at festivals, raves and a few frontline restaurants. Advocates claim that the raw, virgin form of the substance offers a new kind of high to aficionados, increasing feelings of euphoria, relaxing muscles, reducing angst and providing a serotonin rush. According to a study from the American Journal of Clinical Nutrition, cacao increases blood circulation, stimulates neurological functions and lowers “bad” LDL cholesterol. Whoa.
“There’s definitely a buzz going around about this,” said Nick, adding that “customers are on the prowl for organic and all-natural goodies. It’s not flying off the shelves yet or anything, but people are definitely curious and we’re seeing more orders.”
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