Hiya is excited to introduce its range of children’s health products to the UK: Multivitamin, Biotic+, and Greens + Superfoods. With a focus on ‘clean’ and ‘dietitian-formulated’ options, Hiya aims to make healthy habits enjoyable for kids in the UK.
The brand positions itself as a zero-sugar alternative to conventional gummy vitamins. Founders Darren Litt and Adam Gillman were taken aback to discover that some of these gummy vitamins contained a full teaspoon of sugar.
“Many children’s vitamins are essentially sugary treats masquerading as health products,” commented Darren Litt, co-founder and CEO. “They often contain added sugar, artificial ingredients, and gummy fillers that can lead to dental issues.”
Litt explained the decision to expand into the UK market. “We observed a striking contradiction: while UK parents are increasingly health-conscious, store shelves continue to be filled with vitamins loaded with sugar, dyes, and gummy additives,” he noted. “Families in both the US and UK face similar nutritional challenges, particularly with the excess sugar found in products marketed as ‘healthy,’ including traditional children’s vitamins.”
Officially launched in 2020 and acquired in 2024 by USANA Health Sciences for $260 million, Hiya’s offerings include the Hiya Kids Daily Multivitamin. This chewable tablet aims to bridge common nutritional gaps by providing 14 essential vitamins and minerals that support immunity, growth, and development.
In an effort to turn vegetable consumption into a delightful ritual, Hiya Kids Daily Greens & Superfoods is a chocolate-flavored powder designed for picky eaters. It features over 55 whole-food ingredients such as quinoa, pumpkin seeds, broccoli, turmeric, carrot, spinach, ginger, and Brussels sprouts, supporting children’s growth, digestion, and cognitive health.
For daily digestive support, Kids Daily Biotic + includes three kid-friendly bacterial strains: Lactobacillus rhamnosus (GG), Lactobacillus paracasei, and Bifidobacterium lactis (ATCC SD5219). These strains are specially chosen to help maintain gut balance and overall digestive health.
When discussing the product line’s preference for chews over gummies, Litt explained, “We intentionally chose to avoid gummies because they frequently contain sugar, syrups, or gummy fillers with dubious health benefits.
“From a technical perspective, the chewable format enhances ingredient stability and allows for precise dosing, ensuring we deliver a clean, sugar-free product that remains enjoyable for children on a daily basis.”
Hiya’s products come in refillable jars which feature collectible stickers, fostering personalization and ownership to encourage consistent use.
Further ensuring quality, Hiya’s products undergo independent third-party testing for purity and heavy metals, aligning with UK and European safety standards.
“Launching Hiya in the UK marks a significant milestone for our team,” stated Gillman, co-founder and president. “From the very beginning, we’ve built our business on stringent quality standards, reputable manufacturing partnerships, and third-party testing to ensure every product maintains the highest levels of safety and consistency.”
### Conclusion
Hiya is committed to revolutionizing children’s health products with its nutritious, sugar-free alternatives. By prioritizing quality and engagement, the brand aims to support families in cultivating healthier habits across the UK.
