Nutritional Products International (NPI), led by industry veteran Mitch Gould, has announced significant enhancements to its Evolution of Distribution® platform, positioning it as a complete end-to-end solution for health and wellness brands entering the competitive U.S. market. The expansion addresses the unique challenges these brands face, including regulatory complexity, retailer scrutiny, and the need to build immediate consumer trust in crowded categories.
Gould, known in retail circles as the "Rock Star of Retail," has built a career on navigating these specific obstacles, serving as the trusted launch partner for numerous celebrity-backed, athlete-led, and international brands. His work has connected success stories for figures from action icon Steven Seagal to wrestling legend Hulk Hogan, along with various professional athletes and global wellness entrepreneurs. The common thread in these ventures has been the decision to partner with Gould and NPI to introduce and scale their products in the United States.
The newly expanded Evolution of Distribution® platform transforms NPI from a traditional distributor into a fully integrated market entry and growth platform specifically designed for the health and wellness sector. The enhanced services now include global logistics and freight forwarding to move products from international origins directly to U.S. ports like the Port of Miami, expanded domestic warehousing and inventory management to support national retail distribution, and dedicated retail sales and buyer engagement teams that leverage long-standing industry relationships.
"Health and wellness brands can’t afford fragmented execution," said Mitch Gould, Founder and CEO of Nutritional Products International. "Evolution of Distribution® was built to give brands one accountable partner—from manufacturing to retail shelf and beyond." The platform also incorporates marketing, public relations, and brand storytelling services designed to build trust and demand, alongside ongoing account management and sell-through support focused on ensuring long-term shelf performance for products.
This comprehensive approach is critical in a market where experience matters most. The health, nutrition, and wellness retail space is not only competitive but also highly regulated, requiring specialized knowledge to succeed. NPI's platform assists brands across various segments, including nutritional supplements and functional nutrition, sports nutrition and performance products, natural health formulations, beauty-from-within and lifestyle wellness brands, and international health brands making their U.S. debut. For more information on their services, visit https://www.nutricompany.com.
The implications of this platform expansion are significant for the industry. It lowers the barrier to entry for international and celebrity-backed wellness brands by providing a consolidated, expert-driven pathway to market. For retailers, it offers a vetting mechanism and a reliable source for new products with established support systems for sell-through. For consumers, it potentially increases access to a wider variety of vetted health and wellness products on store shelves. In an industry where promises are abundant, NPI's model, built on decades of real-world retail execution and a results-driven reputation, aims to provide a more sustainable and structured path to growth in the world's most competitive consumer market.
