The equestrian industry is notoriously caffeine-dependent (how else does one survive mornings that begin at 5 a.m.?). But now, in addition to our market share in Starbucks lattes, there’s a new energy product on the market and it’s got a lot of people talking: snortable chocolate energy powder.

Coco Loko is the invention of Nick Anderson, the 29-year-old founder of the Legal Lean company, based in Orlando, Florida. Anderson was inspired to create ‘raw cocoa snuff’ after sampling similar products in Europe and invested $10,000 to create his own brand. In addition to cacao powder, Coco Loko includes common energy drink components such as gingko biloba, taurine and guarana, and retails for about $25 a pop. The potency lasts from 30 minutes to an hour and, according to Anderson, offers effects similar to that of other energy drinks, with a feeling a euphoria but also the motivation to be productive.

According to the Washington Post, doctors and the U.S. Food and Drug Administration (FDA) are  scratching their heads over how to anticipate the possible dangers associated with snortable chocolate—namely, because no data yet exists. The FDA is still unsure as to how or even whether it will try to regulate Coco Loko, and the online reviews are mixed. But according to Anderson, the product has already succeeded in generating buzz, and where it goes from here is anybody’s guess.

-Photo credit: flickr.com/James Leone Puno