NPI and Founder Mitch Gould Celebrate 20 Years Building Brands

Nutritional Products International (NPI), a leading U.S.-based brand management and distribution company, today announced its 20-year milestone, marking two decades of supporting international brands entering the United States through its proven Evolution of Distribution® platform.

Over the past 20 years, NPI has worked with brands across the nutrition and consumer goods industries, helping them navigate the complexities of U.S. market entry, retail expansion, and long-term growth. The company’s success reflects both the scale of opportunity within the U.S. market and the importance of having the right strategy and execution partner.

“Reaching 20 years in this industry is a reflection of the relationships we’ve built and the results we’ve delivered,” said Mitch Gould, Founder and CEO of Nutritional Products International. “The U.S. market offers incredible opportunity, but it requires experience, discipline, and a system that can consistently execute.”

The United States remains the largest and most competitive consumer market in the world, particularly across health, wellness, and nutrition categories. However, entering the market presents significant challenges, including regulatory compliance, complex logistics, and establishing relationships with major retailers.

Gould’s experience spans more than 35 years building brands across nutrition and distribution, including work with companies during the early development of Amazon’s nutrition category. During that time, he helped navigate one of the first major shifts toward digital-first distribution. The lessons from that period continue to shape how brands approach visibility, trust, and scale in today’s increasingly competitive e-commerce marketplace.

The Evolution of Distribution Platform

To address these challenges, Gould developed his proprietary Evolution of Distribution, a turnkey system designed to streamline how brands enter and scale within the U.S. market.

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, allowing brands to move products seamlessly from overseas manufacturing facilities into the U.S. distribution system.
• Product Readiness & Regulatory Alignment: Before products are introduced to buyers, NPI evaluates formulation, labeling, pricing, and marketing claims to ensure alignment with FDA, OTC, and retail standards, helping brands meet U.S. regulatory expectations.
• Market Positioning & Brand Strategy: NPI works with brands to refine category positioning, packaging, and messaging so products resonate with U.S. consumers and retail buyers.
• Retail & eCommerce Placement: Leveraging decades of relationships across the retail ecosystem, NPI introduces brands directly to buyers at major retailers, specialty chains, pharmacies, and leading e-commerce platforms including Amazon and direct-to-consumer channels.
• Post-Placement Marketing & Demand Generation: Once products reach store shelves or online marketplaces, NPI activates coordinated marketing initiatives to build consumer awareness, drive sales velocity, and support long-term brand growth.

By consolidating these functions, brands can reduce complexity, avoid costly missteps, and accelerate time to market.

“Our goal has always been to simplify what is often a very complicated process,” Gould said. “With Evolution of Distribution®, we’ve created a system that allows brands to enter the U.S. market with confidence and scale efficiently.”

Gould’s experience spans nutrition, distribution infrastructure, and brand building, helping companies navigate the intersection of product innovation, compliance, and market execution over more than three decades.

“As an expert in nutrition, distribution, and brand building, I’ve seen how the market has evolved over the last 35 years,” Gould added. “While the landscape continues to change, the fundamentals remain the same. Brands that succeed are the ones that combine strong products with the right strategy and the ability to execute.”

By combining regulatory expertise, logistics, sales, and marketing under one integrated platform, NPI continues to serve as a gateway for global brands seeking to establish a strong presence in the United States.

As NPI enters its next chapter, the company remains focused on helping brands capitalize on opportunities in the U.S. market through its proven Evolution of Distribution® model.

About Nutritional Products International (NPI)

Nutritional Products International (NPI) is a U.S.-based retail consulting and distribution firm founded by retail distribution expert Mitch Gould. With more than three decades of experience, Gould has helped domestic and international brands successfully enter and expand within the U.S. market, representing high-profile brands and celebrities including Steven Seagal, Hulk Hogan, Ronnie Coleman, and Wayne Gretzky.

NPI works closely with manufacturers and major retailers to guide products from concept to shelf, providing strategic support across retail introductions, regulatory readiness, operations planning, and market visibility through its proprietary Evolution of Distribution® platform. The company is known for helping brands navigate the complexities of U.S. retail efficiently while building long-term, scalable growth.