Most kids aren’t getting enough quality protein—and many “kid-friendly” options on the market are loaded with sugar or built from scaled-down adult formulas.
As conversations around kids’ nutrition continue to evolve, products like Hiya’s Kids Daily Growth + Protein are here to provide parents with a convenient and carefully formulated option. Hiya, a children’s wellness brand known for its clean-label approach, aims to provide a simple solution with this new launch that supports growth and development.
The pediatrician-informed protein powder created for kids ages 2 and up. The product is designed to help parents ensure growing kids get the nutrients they need—without relying on overly processed options.
Shop Hiya’s new protein for kids
Why should protein be a priority for growing kids?
Protein plays a key role in growth, muscle development and overall health—but getting enough of it isn’t always easy, especially for picky eaters. Many families rely on convenient options like shakes, snack bars or fortified foods. But those solutions can sometimes come with trade-offs, including:
Incomplete nutritional profiles
This has led to growing awareness among parents who are looking for cleaner, more functional options that actually support development—not just fill gaps.
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Is protein-heavy food typically made for kids?
The kids’ supplement aisle hasn’t always been built with children in mind. Some of the biggest concerns parents have include:
Sugar-heavy formulations disguised as “healthy”
Adult protein powders repackaged for kids
Lack of transparency around ingredients and sourcing
As a result, many parents find themselves stuck between convenience and confidence—wanting something easy, but also something they can trust.
What makes Hiya’s Kids Daily Growth + Protein different?
Hiya’s new product takes a different approach by starting with the idea that children’s nutrition shouldn’t be an afterthought. Here’s what sets it apart:
Designed specifically for kids
Unlike many competitors, the formula isn’t adapted from adult protein powders—it’s built from the ground up with pediatric input.
Grass-fed whey protein
Provides high-quality protein to support growth and development.
Prebiotics for gut health
Supports digestion and helps promote a healthy microbiome—an area of increasing focus in children’s wellness.
Healthy fats for brain development
Hiya goes beyond protein alone to support cognitive development, a key concern for parents.
Safety and transparency matter to parents
For many families, ingredient quality is just as important as nutritional value. Hiya emphasizes:
Clean Label Project Purity Award certification
These measures are becoming increasingly important as parents look beyond marketing claims and focus on verified safety standards.
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This article originally appeared on USA TODAY: Does your kid get enough protein? Hiya’s new launch wants to help
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