It wouldn’t be hard to do. 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. 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.

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.

When Coco Loko hit the market in the summer of 2017, it wasn’t approved by the U.S. Food and Drug Administration, but that hardly seemed to matter. The internet still went nuts for it.

For years, snortable powdered chocolate had been popular in Europe, originating on the dancefloors of Berlin nightclubs. With Anderson’s new product, Americans could now, for the first time ever, imbibe the stuff and try it out for themselves. 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.

Many were elated; others were worried. 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. Publications wrote myriad articles about the powder, hailing it as a new fad and a healthier alternative to stimulants like cocaine and energy drinks. 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.

Customers who bought Coco Loko through Amazon left reviews calling it “life changing” and praising it for its energy-inducing properties and libido-enhancing capabilities. “WOW. 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. Some customers were less enthused. One reviewer described it simply as “poop garbage.”

But it turned out the public’s excitement was short lived. Why? Because Coco Loko no longer exists.