International brands around the world continue to view the United States as the premier destination for expansion, drawn by its large consumer base, retail infrastructure, and economic opportunity. Yet according to Nutritional Products International (NPI) Founder and CEO Mitch Gould, many companies underestimate the challenges involved in successfully entering the U.S. market.
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 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. Product Readiness & Regulatory Alignment: NPI evaluates formulation, labeling, pricing, and marketing claims to ensure alignment with FDA, OTC, and retail standards. Market Positioning & Brand Strategy: NPI works with brands to refine category positioning, packaging, and messaging. Retail & eCommerce Placement: Leveraging decades of relationships, NPI introduces brands to buyers at major retailers, specialty chains, pharmacies, and platforms like Amazon. Post-Placement Marketing & Demand Generation: NPI activates marketing initiatives to build awareness and drive sales.
By consolidating these functions, brands can reduce complexity, avoid costly missteps, and accelerate time to market. According to Gould, one of the key advantages is that it allows international companies to establish an operational presence without immediately building 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."
Over the years, NPI has worked 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.
"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 with Amazon's nutrition category early development, helping brands navigate the shift toward digital-first distribution. "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."
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.
