Parents in the United Kingdom now have a new option for children’s supplementation as Hiya brings kids chews and greens powder to UK parents, aiming to disrupt a market long dominated by sugar-laden gummy vitamins. The brand, which positions itself as a “clean” and dietitian-formulated alternative, is launching three specific product lines designed to bridge nutritional gaps without the use of artificial dyes or added sugars.
The expansion comes as a strategic move to address what the company describes as a “market irony” in the UK: a growing culture of health-conscious parenting paired with retail shelves still stocked with vitamins that mirror the ingredient profiles of confectionery. By replacing the traditional gummy format with a chewable one, Hiya seeks to eliminate the hidden sugars that often accompany children’s supplements.
Founded in 2020 and recently acquired in 2024 by USANA Health Sciences for $260 million, the company was born from the personal frustrations of co-founders Darren Litt and Adam Gillman. Both fathers discovered that many popular children’s vitamins contained as much as a teaspoon of sugar per serving, leading them to develop a formula that prioritizes ingredient stability and precise dosing over the convenience of the gummy texture.
The Shift from Gummies to Chewables
The decision to avoid gummies was not merely a branding choice but a technical one. According to Darren Litt, CEO and co-founder, gummy vitamins often rely on syrups and fillers that can compromise the health benefits of the supplement and contribute to dental cavities. By utilizing a chewable format, the company claims it can better maintain the stability of the vitamins and minerals even as ensuring the product remains palatable for children.
“Many children’s vitamins are basically candy in disguise — often filled with a teaspoon of added sugar, artificial ingredients, and other gummy additives that can contribute to cavities,” Litt said. He further noted that the chewable format allows for a cleaner, sugar-free product that doesn’t sacrifice the daily experience of the child.
To encourage consistency and ownership, the products are packaged in refillable jars and accompanied by collectable stickers. This gamification of the daily routine is intended to make healthy habits more engaging for children, shifting the dynamic from a chore to a personalized ritual.
A Breakdown of the UK Product Portfolio
Hiya’s entry into the UK market focuses on three distinct nutritional needs: general wellness, digestive health, and the challenge of “picky eating.”
| Product | Primary Focus | Key Ingredients/Features |
|---|---|---|
| Daily Multivitamin | Growth & Immunity | 14 essential vitamins and minerals |
| Daily Biotic + | Gut Balance | L. Rhamnosus (GG), L. Paracasei, B. Lactis |
| Daily Greens & Superfoods | Vegetable Intake | 55+ whole-food ingredients (e.g., broccoli, spinach) |
The Kids Daily Multivitamin is designed as a foundational supplement to fill common nutritional gaps, supporting overall development and immunity. For digestive support, the Kids Daily Biotic + utilizes three specific bacterial strains—Lactobacillus rhamnosus (GG), Lactobacillus paracasei, and Bifidobacterium lactis (ATCC SD5219)—selected for their ability to support gut balance.
Perhaps the most distinct addition to the UK market is the Kids Daily Greens & Superfoods blend. This chocolate-flavored powder is designed to be mixed into milk, providing a “healthy punch” for children who resist vegetables. The blend incorporates more than 55 whole-food derived ingredients, including quinoa, pumpkin seeds, broccoli, turmeric, carrot, spinach, ginger, and Brussels sprouts, targeting brain health and digestion.
Safety Standards and International Expansion
Expanding into the UK and Europe requires adherence to stringent safety and purity regulations. To meet these requirements, Hiya’s products undergo independent third-party testing for quality and the presence of heavy metals. This ensures that the supplements comply with both UK and European safety standards before they reach consumers.
Adam Gillman, co-founder and president, emphasized that the company’s growth is rooted in these rigorous quality standards. “From day one, we’ve 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,” Gillman said.
The move into the UK is viewed as a natural progression for the brand, as the nutritional challenges facing families in the US—specifically the over-consumption of sugar in products marketed as “healthy”—are mirrored in the British market. By introducing these alternatives, Hiya aims to provide parents with a transparent option that aligns with a low-sugar lifestyle.
Disclaimer: These statements have not been evaluated by the FDA or the UK MHRA. These products are not intended to diagnose, treat, cure, or prevent any disease. Parents should consult with a pediatrician before starting any new supplement regimen for their children.
As Hiya integrates further into the UK retail and direct-to-consumer landscape, the company’s next phase involves scaling its distribution following the capital injection and infrastructure support provided by its acquisition by USANA Health Sciences. Further updates regarding new product iterations or expanded retail partnerships are expected as the brand establishes its footprint in the region.
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