Traditionally bitter and tough to chew, the age-old custom of chewing coca leaves in Bolivia has taken a new turn, as softened, flavoured leaves gain popularity in the economic capital Santa Cruz. Coca leaf is the main ingredient used to produce cocaine but it has been used for other purposes -- such as in religious practices, to make a herbal infusion, or to chew -- for centuries. "The flavours are like adding seasoning to food," says 21-year-old Isaac Salazar, a regular consumer of the flavoured leaves. A store in Santa Cruz offers flavours including bubblegum, coffee, and numerous fruits. IMAGES AND SOUNDBITES