October 14, 2005
Target's new Choxie: Insanity or Moxie?
Available at Target stores nationwide beginning October 2005, the Choxie collection is Target's answer to the fast growing premium chocolate trend.
Choxie appears to be a combination of two natural English words, chocolate and moxie. Moxie, as defined by the Oxford English dictionary, stands for courage, audacity, spirit, enterprise. skill and shrewdness. These are certainly apt words to describe the discounter's move into upscale chocolates in exotic flavors such as Chile Limon Truffle Tiles, Chai Tea Truffle Temptations, Artisan Truffle Tiles, and Ancho Chile Chocolates.
But Moxie, is also the proprietary name for the first American mass-marketed soft drink manufactured in 1884. Moxie was originally sold as a patent medicine with the following promise on its label:
Contains not a drop of Medicine, Poison, Stimulant or Alcohol. ... has proved itself to be the only harmless nerve food known that can recover brain and nervous exhaustion, loss of manhood, imbecility and helplessness. It has recovered paralysis, softening of the brain, and insanity...
Moxie derives from a Native American word meaning "dark water." As for the word "chocolate," it hails from "xocolatl" meaning "bitter water" from Nahuatl, language of the Aztecs. Combined, the result is both a dark and bitter chocolate, without which, I contend, I would definitely lose my sanity.
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