Evo Morales, the president of Bolivia is famous for chewing coca leaves at UN meetings. He has now announced energy drink Coca Colla featuring coca leaves to be produced in Bolivia and with the use of coca extract as its base. Not only are the names and ingredients similar to Coca Cola, but the colors and logo are planned to be of a similar nature. The release of this product is part of the process of the industrialization of coca followed by the Morales administration as Tea, flour, toothpaste and liquor are already being produced using a coca base. The project could be either run by the state or a joint partnership with coca growers. It is interesting to note that International Narcotics Control Board has called for years for a ban on coca leaf chewing.