I do like chocolate and I do like sushi but, in both cases, in my mouth. Up my nose? Not so sure about that.

While they don’t seem to have found a way to get a California roll easily through your nostrils, apparently now you can get chocolate up your nose. And this isn’t just about laughing while drinking chocolate milk through a straw. For $24.99 you can get a 10-serving tin of Coco Loko, a cacao-based powder (along with gingko biloba, taurine and guarana, which are common in energy drinks) that you can snort.

Why in the world would you snort chocolate (along with energy drink ingredients) when you can just eat it? What’s next? Sticking Hershey’s kisses in your ear? Well, as Abha Bhattarai writes for the Washington Post, Nick Anderson, the 29-year-old founder of Legal Lean, the company that makes Coco Loko, heard about a “chocolate-snorting trend” in Europe, tried it and eventually worked to create his company’s own blend. According to him, for 30 minutes to an hour you can get an “almost like an energy-drink feeling, like you’re euphoric but also motivated to get things done.” The company website includes the following claims:

Endorphin rush: When endorphins are released it triggers a positive feeling of well-being in your body similar to morphine. For example, the feeling after a long workout known as “runner’s high” where you feel euphoric, positive and exhilarated.

Serotonin rush: A sudden rush of serotonin will produce an elevated mood and a state of euphoria similar to the feeling of ecstasy. This is the feeling that will make the music sound better and [increase] overall happiness.

Euphoric energy: Raw cacao will give you a steady rush of euphoric energy and motivation that is great for partygoers to dance the night away without a crash. It is even used by athletes to give them the natural competitive edge.

Calm focus: Raw cacao will give you a sense of calm focus and reduce the chatter and worry in your brain so you are able to accomplish many tasks at once and maximize your time and focus. It is also known to help with anxiety and to reduce stress.

All of these supposedly from putting chocolate and then some up your nose? And here you thought better speakers help music sound better, relationships and purpose in life lead to happiness, and training and mental toughness give athletes their competitive edge. Where exactly are the scientific studies backing any of these claims? Who nose?

Words by Bruce Y. Lee for Forbes


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