Delivering three lines to UK kids\u2014Multivitamin, Biotic+, and Greens + Superfoods\u2014Hiya hopes its \u2018clean\u2019 and \u2018dietitian-formulated\u2019 products will help make healthy habits fun and engaging for UK kids.<\/p>\n
The brand is marketed as a zero-sugar alternative to traditional kids gummy vitamins which fathers and co-founders Darren Litt and Adam Gillman were shocked to discover would sometimes each contain a teaspoon of sugar.<\/p>\n
\u201cMany children\u2019s vitamins are basically candy in disguise \u2014 often filled with a teaspoon of added sugar, artificial ingredients, and other gummy additives that can contribute to cavities,” said Darren Litt, co-founder and CEO. <\/p>\n
Litt explained why the UK was Hiya\u2019s \u2018natural step\u2019 for international expansion.<\/p>\n
\u201cWe identified a significant market irony: while UK parents are more health conscious than ever, retail shelves remain dominated by vitamins made with sugar, dyes, and gummy additives,\u201d he said. \u201cThere is a clear overlap in the nutritional challenges facing families in both the US and UK, specifically the over-consumption of sugar through products positioned as \u2018healthy\u2019, including traditional children\u2019s vitamins.\u201d <\/p>\n
Officially launched in 2020 before being acquired in 2024 by USANA Health Sciences for $260m, Hiya\u2019s product line-up includes Hiya Kids Daily Multivitamin, a chewable multivitamin designed to help fill common nutritional gaps, providing 14 essential vitamins and minerals to support immunity, growth, and development.<\/p>\n
Aiming to provide a chocolate milk ritual with a healthy punch, Hiya Kids Daily Greens & Superfoods blend is a chocolate-flavoured powder created to help picky eaters to consume more veggies. It contains more than 55 whole-food derived ingredients including quinoa, pumpkin seeds, broccoli, turmeric, carrot, spinach, ginger, and brussell sprouts, to support children\u2019s growth, digestion, and brain health.<\/p>\n
And offering a daily digestive support formula, Kids Daily Biotic + features three kid-targeted bacterial strains: Lactobacillus rhamnosus (GG), Lactobacillus paracasei, and Bifidobacterium lactis (ATCC SD5219), selected for their ability to support gut balance and digestive health. <\/p>\n
Discussing why the portfolio includes chews, as opposed to gummies, Lott explained: \u201cWe made a deliberate choice to avoid gummies because they often include sugar, syrups, or gummy-based fillers that offer questionable health benefits. <\/p>\n
\u201cFrom a technical standpoint, the chewable format also allows us to focus on ingredient stability and precise dosing compared to the gummy format. This ensures we deliver a clean, sugar-free product while still making it enjoyable for children to take daily.\u201d <\/p>\n
The products come in refillable jars with collectable stickers to encourage personalization, ownership and continued use.<\/p>\n
They are also independently third-party tested for quality, purity, and heavy metals, to ensure compliance with UK and European safety standards.<\/p>\n
\u201cBringing Hiya to the UK is an important milestone for our team\u201d, said Gillman, co-founder and president. \u201cFrom day one, we\u2019ve built the business around rigorous quality standards, trusted manufacturing partners and third-party testing to ensure every product meets the highest levels of safety and consistency.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Delivering three lines to UK kids\u2014Multivitamin, Biotic+, and Greens + Superfoods\u2014Hiya hopes its \u2018clean\u2019 and \u2018dietitian-formulated\u2019 products will…\n","protected":false},"author":2,"featured_media":388408,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[103,61,60,446],"class_list":{"0":"post-388407","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-health","9":"tag-ie","10":"tag-ireland","11":"tag-nutrition"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/388407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=388407"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/388407\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/388408"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=388407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=388407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=388407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}