Nutritional Products International (NPI), led by retail distribution expert Mitch Gould, has announced significant enhancements to its Evolution of Distribution® platform, transforming it into a comprehensive U.S. market entry solution for health and wellness brands. The expanded platform now offers global logistics and freight forwarding services that move products from international origins directly to the Port of Miami, along with expanded U.S. warehousing and inventory management capabilities that support national retail distribution.
Gould, known throughout the industry as the "Rock Star of Retail," has built his reputation on navigating the unique challenges health and wellness brands face when entering the U.S. market. These challenges include regulatory complexity, retailer scrutiny, crowded product categories, and the need for immediate consumer trust. Through NPI, Gould has helped launch and scale brands across multiple categories including nutritional supplements and functional nutrition, sports nutrition and performance products, natural health and wellness formulations, beauty-from-within and lifestyle wellness brands, and international health brands entering the U.S. market.
The enhanced Evolution of Distribution® platform now includes retail sales and buyer engagement services that leverage long-standing relationships in health, wellness, grocery, and specialty retail sectors. Additionally, the platform provides marketing, PR, and brand storytelling services designed to build trust and demand in crowded wellness categories, along with ongoing account management and sell-through support focused on long-term shelf performance. According to Gould, "Health and wellness brands can't afford fragmented execution. Evolution of Distribution® was built to give brands one accountable partner—from manufacturing to retail shelf and beyond."
NPI has established itself as a trusted launch partner for celebrity-backed wellness brands, athlete-driven nutrition products, and international health companies seeking success in the United States. The company has worked with notable figures including action icon Steven Seagal, wrestling legend Hulk Hogan, and professional athletes, helping transform high-profile names and innovative wellness products into viable retail businesses. Unlike traditional distributors or one-dimensional brokers, NPI operates as a fully integrated market entry and growth platform specifically designed for health and wellness brands.
The implications of this expanded platform are significant for international health and wellness companies looking to enter the U.S. market. The comprehensive approach addresses common barriers to entry, including complex logistics, regulatory compliance, and establishing retail relationships. For the broader industry, NPI's enhanced services represent a more streamlined pathway for global wellness brands to reach American consumers, potentially increasing competition and innovation in the health and wellness retail space. The platform's focus on end-to-end support from manufacturing through retail shelf presence could reduce the time and resources required for international brands to establish themselves in what Gould describes as "the world's most competitive consumer market."
