mockolate
n.— «Andy McShea is a Harvard-trained molecular biologist using his scientific talent in Seattle to promote “true chocolate” and steer consumers away from inadvertently ingesting all that other brown sweet stuff he says is often unhealthy, morally questionable and not the real thing. “We like to call it “mockolate’” said McShea, his British accent rising with indignation. “Most of the stuff sold as chocolate out in the world today is not really chocolate.”» —“On a mission for ‘true chocolate’” by Tom Paulson Post-Intelligencer (Seattle, Washington) Nov. 19, 2008. (source: Double-Tongued Dictionary)
Further reading
She sells seashells by the seashore. Who is the she in this tongue twister? Some claim it’s the young Mary Anning, who went on to become a famous 19th-century British paleontologist. Dubious perhaps, but the story of her rise from seaside...
