International brands continue to view the United States as the premier destination for expansion, attracted by its large consumer base, retail infrastructure, and economic opportunity. However, according to Nutritional Products International (NPI) Founder and CEO Mitch Gould, many companies significantly underestimate the challenges involved in successfully entering the U.S. market.
Gould notes that 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 platform operates through several core pillars designed to support successful product launches and long-term brand growth. NPI manages global logistics including international transportation, port coordination, customs handling, and warehouse intake. It also ensures product readiness and regulatory alignment by evaluating formulation, labeling, pricing, and marketing claims to meet FDA, OTC, and retail standards. Additionally, NPI refines market positioning and brand strategy to resonate with U.S. consumers and retail buyers, leveraging decades of relationships across the retail ecosystem for placement in major retailers, specialty chains, pharmacies, and e-commerce platforms including Amazon. Post-placement, NPI activates coordinated marketing initiatives to build consumer awareness and drive sales velocity.
According to Gould, one key advantage 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."
Gould brings more than 35 years of experience building brands across nutrition, distribution, retail, and e-commerce channels. He has worked with iconic consumer brands such as Igloo, Rubbermaid, Sunbeam, and Miracle-Gro, as well as high-profile personalities including Steven Seagal, Hulk Hogan, Chuck Liddell, and 8× Mr. Olympia Ronnie Coleman. Gould also reflected on his experience working with companies during the early development of Amazon's nutrition category, noting that brands had to learn how to compete in a new environment built around visibility, trust, reviews, and momentum.
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. Gould emphasized that while the market has evolved over the last three decades, the fundamentals remain the same: brands that succeed combine strong products with the right strategy, the right relationships, and the ability to execute consistently.
