You probably won’t see any of this product in your kids Trick or Treat stash, but keep a lookout for a tin of Coco Loko in their rooms just in case. Yes, you read that correctly. Coco Loko is snortable chocolate powder. Marketed by Legal Lean, the Florida-based company founded by Nick Anderson, Coco Loko is the first product of its kind in the US. Similar products have been available in Europe for several years. After ordering and trying one, Anderson decided to create his own “raw cacao snuff.” So he invested $10,000 with an Orlando-based supplement company and created Coco Loko.
The Washington Post quoted Anderson as saying the effect is “almost like an energy-drink feeling, like you’re euphoric but also motivated to get things done.” He said he uses his product as an alternative to drinking and at music festivals and in “those types of social situations when you feel anxious.” Rolling Stone reported that Coco Loko promised a “30-minute buzz,” that would lift moods, reduce anxiety and give you a surge of energy. “Legal Lean claims Coco Loko will cause a rush of endorphins and serotonin, boost energy, and bring about a sense of calm. But the company hasn’t provided concrete research to back up those claims.”
However, the company website now refers to its product as “Coco Snuff” and the overt claims noted in Rolling Stone and other media write ups just after its release and attributed to Legal Lean are now not directly attributed to Coco Loko/Coco Snuff. Legal Lean makes no such claims anymore about Coco Snuff. You learn about endorphins, that a serotonin rush produces “an elevated mood and a state similar to the feeling of ecstasy [not the drug ecstasy]. This is the feeling that will make the music sound better and overall happiness.” Gee, isn’t that why the drug ecstasy was used at raves?
Raw cacao is said to give you a steady rush of euphoric energy that helps party goers “Dance the nigh away without a crash.” Then it claims raw cacao can give you a “calm focus,” reducing the chatter in your brain. “It is also known to help with anxiety and to reduce stress.”
The revisions to product description are likely the result of action taken by Senator Chuck Schumer where he called on the FDA to formally launch an investigation into “Coco Loko.” He said the product was a “brazen example of ‘narcotic marketing.’” He said it was like cocaine on training wheels. Schumer, The Washington Post and others (like The Fix) have reported it contains caffeine, guarana and taurine, which are ingredients commonly found in energy drinks. You won’t find that information on their website.
This suspect product has no clear health value. It is falsely held up to be chocolate, when it is a powerful stimulant. And they market it like a drug – and they tell users to take it like a drug, by snorting it. It is crystal clear that the FDA needs to wake up and launch a formal investigation into so-called Coco Loko before too many of our young people are damaged by it. ‘Coco Loko’ isn’t even pure chocolate at all. Instead, it is chock full of concentrated energy drink ingredients masked and marketed under the innocence of natural and safe chocolate candy. Parents and doctors don’t want kids snorting anything at all, especially not dangerous stimulants proven to wreak havoc on the bodies and brains of young kids and teens. That’s why the FDA must formally investigate this dangerous ‘party goer’ fad before it hurts our kids, not after.
The Washington Post reported in July of 2017 the FDA had not decided on how or whether to regulate the product. An FDA spokesperson said: “In reaching that decision, FDA will need to evaluate the product labeling, marketing information, and/or any other information pertaining to the product’s intended use.” Thus the changes in product effects on the website. The company is trying to keep under the FDA’s radar A representative for the DEA said he was not aware of any agency concerns with chocolate inhalants. According to reports mentioned by Schumer, the Legal Lean said the effects were “equal to about two energy drinks.”
Anderson said he didn’t consult any medical professionals when he created Coco Loko, “nor have scientists tested the snortable snuff before it was released to the public,” according to Rolling Stone. A company spokesperson said they used research data on the market in Europe. “There are no health issues … everyone seems fine. . . . It says not to do more than half the container, I think everything is self-explanatory, there are warning labels on it and I don’t think I would be responsible.”
There have been previous concerns raised about the health effects of energy drinks containing the ingredients reported to be in Coco Loko— caffeine, taurine and guarana. There can be increased blood pressure or heart palpitations. Those effects could be magnified when someone inhales these stimulants. The director for the John Hopkins Sinus Center said as yet, there is no data reported on health consequences, but he did have a few concerns.
First, it’s not clear how much of each ingredient would be absorbed into the nasal mucus membranes. And, well, putting solid material into your nose — you could imagine it getting stuck in there, or the chocolate mixing with your mucus to create a paste that could block your sinuses.
Another sinus specialist, Dr. Jordan Josephson, said you could expect more pulmonary problems like asthma or bronchitis. Blocked sinuses could lead to snoring and even sleep apnea, which in some cases could be fatal. There are multiple social media and online reports of trying snortable chocolate products like Coco Loko.
Hopefully, this product will go the way of Palcohol, a powered alcohol product that Senator Schumer took on in 2015. As with Coco Loko, his concern was it would be marketed to teens. One of the voiced concerns then was that powered alcohol could be snorted. According to The Hill, the manufacturer of Palcohol fought back by saying: “Listen, people can snort black pepper … so do we ban it? No, just because a few goofballs use a product irresponsibly doesn’t mean you ban it.” The company reported that although its product was approved on March 10, 2015 for legal sale in the US, it would not be manufacturing Palcohol. Rather, it would be “auctioning off the secret formula and manufacturing process.” Let’s hope Coco Loko ends up with a similar fate. For more on Palcohol, see: “Hype Over Powered Alcohol” or “Down For The Count?”