Nutritional Products International Streamlines U.S. Market Entry for Global Health Brands

For more than three decades, Mitch Gould has specialized in guiding international health and wellness brands through the complexities of entering the U.S. retail market. As founder and CEO of Nutritional Products International (NPI), Gould has developed a proprietary system called the "Evolution of Distribution" that provides global manufacturers with a streamlined, cost-effective pathway to American consumers.

The significance of this approach lies in addressing the fundamental challenges that international brands face when attempting to penetrate the U.S. market. "Every year, I see companies with fantastic products that struggle when they try to launch in the U.S.," Gould explained. "They often approach this market as if it were just another extension of their home country. The reality is the U.S. has its own consumer mindset, regulatory landscape, and retail culture."

Gould's Evolution of Distribution model consolidates four critical components of successful market entry under one roof. The system includes regulatory expertise through an in-house food scientist with FDA experience, comprehensive logistics management covering shipping, customs and warehousing, established sales relationships with major retailers, and specialized marketing through its sister company, InHealth Media.

The importance of this integrated approach becomes clear when considering Gould's extensive retail background. His career has taken him inside the national headquarters of nearly every major U.S. retailer, including Walmart, Costco, Target, CVS, Walgreens, and many others. Perhaps most notably, Gould played a pivotal role in helping launch Amazon's health and wellness category in the early 2000s, securing placement for more than 150 brands during the category's formative years.

For international health and wellness companies, the implications of this service are substantial. The U.S. represents one of the world's largest and most competitive retail markets, with complex regulatory requirements through the FDA and established retail relationships that can take years to develop. NPI's model addresses these barriers directly, offering what Gould describes as "speed to market and cost-effectiveness" that international brands need most.

The broader industry impact extends to American consumers who benefit from increased access to international health products, while retailers gain access to vetted global brands without the traditional risks associated with international sourcing. As global health and wellness continues to expand, services like NPI's Evolution of Distribution provide a crucial bridge between international innovation and American retail accessibility.