They gave Legal Lean and Anderson 15 days to respond and correct the issue. In addition to warning that it could “encourage drug abuse in individuals, including minors,” the organization worried it could cause spasms of the vocal cords, muscle tightening in the lungs, and acute asthma. Coco Loko they said, was an “unapproved drug” that violated sections of the Federal Food, Drug, and Cosmetic Act. On December 12, 2017, no more than five months after Coco Loko was unveiled online, the FDA intervened and issued a warning letter to the product’s marketers and distributors. One reviewer described it simply as “poop garbage.”īut it turned out the public’s excitement was short lived. Not only did my energy increase, but my love-making drive went through the roof! This thing not only helped my energy, but my marriage as well,” wrote one Coco Loko user. Rapper-turned-Viceland-star Action Bronson featured it in an episode of The Untitled Action Bronson Show and Stephen Colbert mocked it with a fake newscast on the Late Show.Ĭustomers who bought Coco Loko through Amazon left reviews calling it “life changing” and praising it for its energy-inducing properties and libido-enhancing capabilities. Publications wrote myriad articles about the powder, hailing it as a new fad and a healthier alternative to stimulants like cocaine and energy drinks. Senator Chuck Schumer released a statement urging the FDA to look further into the product, arguing that it “has no clear health value” and could send the wrong message to kids. Touted as a mood lifter and energy enhancer, the $20 chocolate mixture - made from cacao, ginkgo biloba, taurine, and guarana - was marketed as a drug-free stimulant that would give you a 30-minute buzz. With Anderson’s new product, Americans could now, for the first time ever, imbibe the stuff and try it out for themselves. The internet still went nuts for it.įor years, snortable powdered chocolate had been popular in Europe, originating on the dancefloors of Berlin nightclubs. Food and Drug Administration, but that hardly seemed to matter. When Coco Loko hit the market in the summer of 2017, it wasn’t approved by the U.S. It seemed like a good idea to Anderson a smart investment in a product with the potential to become “really big” or maybe even a “future trend.” So he made it happen. What’s more, Coco Loko could help the company expand by appealing to a new demographic that liked taking uppers and ingesting things through their nose. Legal Lean founder Nick Anderson knew he could use the same distributors he was already working with and target the same consumers if he put out a new product.
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December 2022
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