Xocai chocolates are sold on a multi-level marketing scheme, which is often considered similar to a pyramid scam, although it is legal in the United States. There is some evidence that the health benefits of Xocai chocolates are overstated by sellers.
Multi-level marketing schemes rely on distributors to recruit new sellers. The new sellers are the people who supply the bulk of the money. This can be done ethically and is legal because there is a product to sell, but many multi-level marketing schemes are not good investments. Xocai requires monthly purchases by each distributor and is structured so that commissions from recruits account for up to 50 percent of high-earning distributors' incomes.
In addition, Xocai is often marketed as a healthy chocolate, but there is no evidence that it is more healthy than any other dark chocolate. It does have a high antioxidant content, but it also contains artificial ingredients, such as sucralose, and is not organic.
The distributors of the product make weight loss claims, but the subjects of the studies are required to maintain a calorie-restricted diet and exercise regularly, so it is unclear whether the addition of Xocai to the diet is responsible for weight loss or if it is simply a matter of better diet and exercise.