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Innovation of the Week: Snortable chocolate

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What is it? Coco Loko

Innovator: Legal Lean

What were they thinking? Remember “Four Loko,” the over-the-top alcoholic energy drink known as “blackout in a can”? Well, now there’s “Coco Loko,” a snortable mix of chocolate and energy-drink ingredients that promises “a state of euphoria similar to the feeling of ecstasy.” Nick Anderson, the 29-year-old founder of Legal Lean, the Orlando company behind the powder, recently told The Washington Post he heard about the “chocolate-snorting trend” in Europe. “At first, I was like, ‘Is this a hoax?’,” he recalled. “And then I tried it and it was like, OK, this is the future right here.”

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Did it work? No word, yet, on just how loco this cocoa might be. Describing the product as “cocaine on training wheels,” US Senator Chuck Schumer wants the FDA to step in. Regardless, the novelty may not last long. Legal Lean’s other signature product — a drug-free version of the cough-syrup cocktail “purple drank” — has met with mixed reviews. “Put me to sleep,” one commenter wrote on an on-line message board. “Wasn’t fun at all.”