Nutritional Products International Explains Why Brands Struggle to Enter the World's Largest Market — and How Evolution of Distribution Helps

According to Gould, the challenge is particularly pronounced for brands in the nutrition, health and wellness, beauty, personal care, and consumer packaged goods sectors. These categories often require a combination of regulatory oversight, retail relationships, distribution infrastructure, and consumer marketing expertise that can be difficult for international companies to assemble on their own.

For more than 20 years, NPI has helped international brands navigate those challenges through its Evolution of Distribution® platform, a turnkey system designed to streamline U.S. market entry and growth. Gould, an expert in nutrition, distribution, and brand building with more than 35 years of industry experience, says the platform was created after repeatedly observing successful international brands struggle with the realities of expanding into the United States.

"Over the years, I worked with many companies that achieved tremendous success in their home markets and were ready to expand internationally," said Gould. "What many discovered was that entering the United States required far more than simply shipping products across the ocean. The regulatory environment, retailer relationships, logistics infrastructure, and marketing requirements are unlike anywhere else in the world."

"Many international brands assume that success in Europe, Asia, Australia, or South America will naturally translate to success in the United States," Gould continued. "In reality, the U.S. market operates differently. Companies often underestimate the complexity of regulatory compliance, distribution, retail placement, and consumer marketing. That's exactly why we created Evolution of Distribution."

The Evolution of Distribution Platform

To address these challenges, Gould developed his proprietary Evolution of Distribution, a turnkey system designed to streamline how brands enter and scale within the U.S. market.

The Evolution of Distribution® model operates through several core pillars designed to support successful product launches and long-term brand growth.

• Global Logistics & U.S. Market Entry: NPI manages international transportation, port coordination, customs handling, and warehouse intake, allowing brands to move products seamlessly from overseas manufacturing facilities into the U.S. distribution system.

• Product Readiness & Regulatory Alignment: Before products are introduced to buyers, NPI evaluates formulation, labeling, pricing, and marketing claims to ensure alignment with FDA, OTC, and retail standards, helping brands meet U.S. regulatory expectations.

• Market Positioning & Brand Strategy: NPI works with brands to refine category positioning, packaging, and messaging so products resonate with U.S. consumers and retail buyers.

• Retail & eCommerce Placement: Leveraging decades of relationships across the retail ecosystem, NPI introduces brands directly to buyers at major retailers, specialty chains, pharmacies, and leading e-commerce platforms including Amazon and direct-to-consumer channels.

• Post-Placement Marketing & Demand Generation: Once products reach store shelves or online marketplaces, NPI activates coordinated marketing initiatives to build consumer awareness, drive sales velocity, and support long-term brand growth.

By consolidating these functions, brands can reduce complexity, avoid costly missteps, and accelerate time to market.

According to Gould, one of the key advantages of NPI's model is that it allows international companies to establish an operational presence in the United States without the need to immediately build their own infrastructure.

"We effectively become an extension of the brand's team in the United States," Gould explained. "We help manage everything from importation and warehousing to retailer introductions, distribution strategy, and ongoing promotional support. That allows companies to focus on innovation and growth while we help execute the U.S. market strategy."

Over the years, NPI has worked with numerous international brands while helping products gain exposure through relationships with major consumer brands and high-profile personalities. Gould's experience includes work with brands and figures such as Igloo, Rubbermaid, Sunbeam, Miracle-Gro, Steven Seagal, Hulk Hogan, Chuck Liddell, 8× Mr. Olympia Ronnie Coleman, and martial arts pioneer Bob Wall.

Gould brings more than 35 years of experience building brands across nutrition, distribution, retail, and e-commerce channels, helping companies navigate the increasingly complex intersection of product innovation, compliance, logistics, and consumer demand.

"As an expert in nutrition, distribution, and brand building, I've seen how much the market has evolved over the last three decades," Gould added. "But the fundamentals remain the same. Brands that succeed are the ones that combine strong products with the right strategy, the right relationships, and the ability to execute consistently."

Gould also reflected on his experience working with companies during the early development of Amazon's nutrition category, helping brands navigate one of the first major shifts toward digital-first distribution and e-commerce-driven growth.

"When Amazon's nutrition category was still developing, there was no roadmap," Gould said. "Brands had to learn how to compete in a completely new environment built around visibility, trust, reviews, and momentum. Those lessons still apply today, and they continue to shape how successful brands grow in both digital and traditional retail."

As international brands continue to look to the United States for growth opportunities, NPI remains focused on helping them navigate the complexities of market entry through its proven Evolution of Distribution® platform.

About Nutritional Products International (NPI)

Nutritional Products International (NPI) is a U.S.-based retail consulting and distribution firm founded by retail distribution expert Mitch Gould. With more than three decades of experience, Gould has helped domestic and international brands successfully enter and expand within the U.S. market, representing high-profile brands and celebrities including Steven Seagal, Hulk Hogan, Ronnie Coleman, and Wayne Gretzky.

NPI works closely with manufacturers and major retailers to guide products from concept to shelf, providing strategic support across retail introductions, regulatory readiness, operations planning, and market visibility through its proprietary Evolution of Distribution® platform. The company is known for helping brands navigate the complexities of U.S. retail efficiently while building long-term, scalable growth.

About Mitch Gould

Mitch Gould is a third-generation retail distribution and manufacturing expert with more than 25 years of experience launching and scaling consumer products across dietary supplements, sports nutrition, skincare, hardware, and beverages. He has worked with iconic consumer brands such as Igloo, Rubbermaid, Sunbeam, and Miracle-Gro, as well as high-profile celebrity brands including Steven Seagal, Hulk Hogan, Chuck Liddell, 8× Mr. Olympia Ronnie Coleman, and martial arts pioneer Bob Wall.

Over the course of his career, Gould has played a key role in helping shape the growth of the U.S. sports nutrition category-supporting the expansion of performance-focused products across major retail and e-commerce platforms, including Amazon, Walmart, GNC, CVS, and Walgreens. His work has centered on bringing muscle-building, recovery, and performance-oriented products to a broader consumer audience.

Gould is known for his hands-on, execution-driven approach to building consumer brands at scale and for his deep understanding of what drives success in highly competitive categories such as sports nutrition and dietary supplements. He continues to focus on the evolving intersection of performance, wellness, and consumer demand for effective, results-driven products.

Media Contact

M. Willaman
Email Contact561-544-0719