A snortable chocolate powder called Coco Loko has got senior officials of the United States government turning their noses up.
Distributed by Legal Lean Co., the product containing cacao powder is said to provide a "sudden rush of serotonin" which enhances your mood and puts you into a "state of euphoria similar to the feeling of ecstasy".
However, Democratic US senator Chuck Schumer isn't feeling the buzz, as he disagrees with the use of caffeine and supposed "common energy-drink ingredients" in the product.
Calling for an investigation by the US Food and Drug Administration (FDA), Schumer said: “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. This product is like cocaine on training wheels.”
Coco Loko, which is also said to induce an endorphin rush and calm focus, is currently being sold for $19.99 on the Legal Lean website.
Legal Lean founder Nick Anderson responded to the criticism on ABC's Good Morning America and said "there’s really no negative publicity, so I felt we’re good to go," according to the Guardian.
Anderson also stated the development of the product was influenced by the use of cacao at parties throughout Europe. Berlin is one city where ravers supposedly drop choc.
See the Coco Loko advert below.
Dave Turner is Mixmag's Digital News Editor, follow him on Twitter