Tru Chocolate Review and Profile

Tru Chocolate no longer appears to be active as a direct sales company.

TRU Chocolate’s multilevel-marketing program is no longer active. The product later returned as a conventional retail chocolate brand, and its current website is preparing another product launch rather than recruiting distributors.

Original Npros business profile for Tru Chocolate, preserved below for archival purposes:

Update:According to John Cappadona, current owner of TruChocolate, TruChocolate is no longer part of Youngevity and the companies parted ways in 2010.

TRU Chocolate was developed by Massachusetts entrepreneur John Cappadona as a sugar-free dark chocolate positioned between confectionery and nutritional products. The original formula was marketed through direct selling during approximately 2008â€"2010 under the TRU Nutrition and Chocogevity names. It was produced and distributed through Youngevity's network-marketing organization and was also promoted through Youngevity partner Soul Purpose. The product contained dark chocolate sweetened with xylitol and a proprietary blend of botanical ingredients.

Independent distributors promoted TRU Chocolate as a weight-management and wellness product while also recruiting new associates. Surviving distributor materials described a $10 enrollment fee, an initial purchase of at least six bags and wholesale pricing of approximately $21 per bag, compared with a stated $30 retail price. The compensation structure used a unilevel organization with quick-start bonuses, downline commissions and monthly qualification requirements that included recurring product orders. These figures come from historical distributor promotions rather than a surviving official compensation document.

TRU Chocolate and Youngevity ended their relationship in 2010. Cappadona subsequently stated that the companies had parted ways, while his account of the company's history said the product had generated millions of dollars during less than two years in direct sales before being withdrawn from the market. The company said it removed the chocolate to protect the brand, refine the product and prepare it for broader consumer distribution.