Hiya

What Hiya does

Hiya Health Products LLC is a direct-to-consumer children's nutritional supplements company founded in approximately 2018-2019 by Darren Litt and Adam Gillman, two fathers who set out to replace sugar-laden gummy vitamins with clean-label, pediatrician-formulated chewable supplements. The company sells a portfolio of eight core daily supplement SKUs targeting children ages 2-12 — Kids Daily Multivitamin, Probiotic, Bedtime Essentials (melatonin-free), Iron+, Greens + Superfoods, Growth + Protein, Fiber+, Hydration, and Immune — plus a mineral sunscreen and limited-edition co-branded bottles featuring Disney, Marvel, and Mattel properties. Products are formulated without added sugar, artificial dyes, or gummy additives, and are third-party tested for heavy metals and contaminants under the Clean Label Project certification program.

The business operates primarily on a monthly subscription model at $15-30 per child per month depending on SKU, with a 50% first-order discount and volume pricing down to $11.50 per child for families with five children. Refillable glass bottles and sticker customization drive emotional stickiness with the end-user child. Hiya's go-to-market combines self-serve e-commerce, pediatrician and influencer endorsements, content marketing, and a Refer & Earn program. In April 2025 the company expanded into nationwide Target retail with three flagship SKUs, and select products are also available on Amazon.

In December 2024, USANA Health Sciences acquired a 78.8% controlling stake in Hiya for $205 million in cash, with Hiya contributing $103 million in net sales, $19 million in net income, and $22 million in adjusted EBITDA for the twelve months ended September 30, 2024. Hiya and USANA's Rise Wellness subsidiary together represented 16% of USANA's consolidated net sales in 2025. Management had projected approximately 30% net sales growth for fiscal 2025, though USANA's Q1 2026 disclosure cited a 13% sales decline at Hiya, indicating a deceleration. The company is headquartered in West Palm Beach, Florida, with a leadership team consisting of co-founder/president Adam Gillman, founder/CEO Darren Litt, CMO Corinne Crockett, CFO Bonnie Hick, and CRO Joe Barger.

Name

Hiya

Legal name

Hiya Health Products LLC

Website

https://hiyahealth.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Hiya Health is a direct-to-consumer children's nutritional supplements company selling clean-label, pediatrician-formulated chewable vitamins, probiotics, and functional powders for kids ages 2-12 via monthly subscription, Target retail, and Amazon. Acquired by USANA Health Sciences in December 2024.

Ownership category

akta.pro rank

Headquarters

HQ city

West Palm Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Subscription-based Vitamin Sales: Monthly subscription model delivering fresh vitamins with refillable glass bottles. Customers receive 30-day supply monthly with automatic delivery. First order at 50% discount, recurring orders at regular pricing. Easy cancellation and delivery date control.
2. One-Time Product Purchases: Direct e-commerce sales of individual products without subscription commitment. Discounts available for multi-kid purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hiya Health is a children's wellness brand that sells clean-label, pediatrician-formulated nutritional supplements formulated specifically for kids ages 2-12. The portfolio includes chewable multivitamins, probiotics, melatonin-free bedtime formulas, iron, greens + superfoods powders, protein powders, fiber, and hydration blends, delivered primarily through a monthly subscription model with refillable glass bottles. The company also sells limited-edition co-branded products licensed through partnerships with Disney, Marvel, Hot Wheels, and Mattel.

Product overview

Hiya Health is a children's wellness brand offering a portfolio of clean-label nutritional supplements formulated specifically for kids ages 2-12. The core product lineup consists of eight daily supplement products: Kids Daily Multivitamin (15+ essential vitamins and minerals with fruit/veggie blend), Kids Daily Probiotic (10 billion CFU with prebiotic fiber), Kids Bedtime Essentials (melatonin-free sleep support), Kids Daily Iron+, Kids Daily Greens + Superfoods (55+ whole-food ingredients), Kids Daily Growth + Protein (grass-fed whey protein), Kids Daily Fiber+ (prebiotic fiber blend), and Kids Daily Hydration (electrolytes with real fruit). Products are delivered via monthly subscription with refillable glass bottles and sticker packs. The brand also offers limited-edition licensed products featuring Barbie, Hot Wheels, Marvel's Avengers, and Disney characters. All products are pediatrician-formulated, free of added sugar and artificial ingredients, and third-party tested for heavy metals and contaminants.

Differentiator

Problem solved

Functional benefit

Products and services

• Kids Daily Multivitamin Chewable multivitamin with 15+ essential vitamins and minerals plus a blend of 12 organic fruits and vegetables, sweetened with monk fruit extract, delivered in a zero-added-sugar, gummy-free format for children ages 2+ to support immunity, growth, and development.
• Kids Daily Probiotic Chewable probiotic with 10 billion live cultures including Lactobacillus rhamnosus (GG), Lactobacillus paracasei (UALpc-04), and Bifidobacterium lactis (Bl-04) plus larch tree fiber prebiotic, designed to support childhood immunity, gut health, and nutrient absorption for children ages 2+.
• Kids Bedtime Essentials Melatonin-free nightly chewable formulated with Vitamin B6, calcium, magnesium, L-theanine, GABA, and chamomile flower extract to support calm, restful sleep in children ages 2-12 without habit-forming ingredients.
• Kids Daily Iron+ Gentle, absorbable iron chewable with carbonyl iron and Vitamin C for enhanced absorption, supporting development, brain health, and oxygen flow in rapidly growing children, picky eaters, and those with restricted diets.
• Kids Daily Greens + Superfoods Chocolate-flavored greens powder formulated with 55+ whole-food ingredients including organic barley grass, kale, spirulina, and a superfoods blend, supporting growth, digestion, brain health, and immune function for children ages 2+.
• Kids Daily Growth + Protein Premium protein powder with grass-fed whey protein isolate, MCT oil, organic coconut milk, an amino acid blend (L-arginine, L-leucine, L-valine, L-lysine), and prebiotic fiber, designed to support muscle development, bone strength, and healthy growth in children ages 2-12.
• Kids Daily Fiber+ Daily fiber powder with prebiotic fiber blend (organic inulin, resistant vegetable fiber, dragon fruit, psyllium husk) in Island Punch flavor, supporting gut health, digestion, regularity, and immune strength for children ages 2+.
• Kids Daily Hydration Clean electrolyte powder with real fruit powders, potassium, sodium, magnesium, Vitamin C, and prebiotic fiber in Berry flavor, designed to support hydration, mental focus, and physical performance for children ages 2+.
• Kids Daily Immune Eight-ingredient immune support blend formulated to support children's growing immune systems and maintain their natural defenses, sold as a daily chewable supplement.
• Kids Daily Sunscreen Mineral sunscreen formulated for children's skin to support safe outdoor play and all-day sun protection.
• Kids Daily Multivitamin - Barbie Edition Limited-edition collaboration with Barbie, offering the same Kids Daily Multivitamin formula in a pink Barbie-themed refillable glass bottle with stickers.
• Kids Daily Multivitamin - Hot Wheels Edition Limited-edition collaboration with Hot Wheels, offering the same Kids Daily Multivitamin formula in a red and yellow Hot Wheels-themed refillable glass bottle with stickers.
• Kids Daily Multivitamin - Marvel's Avengers Edition Limited-edition collaboration with Marvel's Avengers, offering the same Kids Daily Multivitamin formula in an Avengers-themed refillable glass bottle with stickers.
• Kids Daily Multivitamin - Disney Fantasia Edition Limited-edition collaboration with Disney Fantasia, offering the same Kids Daily Multivitamin formula in a Disney Fantasia-themed refillable glass bottle with stickers.
• Kids Daily Multivitamin - Disney Princesses Edition Limited-edition collaboration with Disney Princesses, offering the same Kids Daily Multivitamin formula in a Disney Princess-themed refillable glass bottle with stickers.
• Kids Daily Multivitamin - Disney's The Lion King Edition Limited-edition collaboration with Disney's The Lion King, offering the same Kids Daily Multivitamin formula in a Lion King-themed refillable glass bottle with stickers.

Quantifiable outcome

• Clean Label Project Purity Award certification
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• DisneyflagshipOEM/ Whitelabel/ Licensing PartnerLicensing partnership for limited-edition themed bottles including Barbie, Disney Princesses, Fantasia, and Disney's The Lion King. Co-branded bottles feature unique designs with matching stickers.
• MarvelflagshipOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Marvel's Avengers themed multivitamin bottles featuring superhero designs and co-branded packaging.
• Hot WheelsflagshipOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Hot Wheels themed multivitamin bottles with racing car designs and flame graphics on limited-edition bottles.
• MattelcoreStrategic or Co-development PartnerStrategic partnership with Mattel for brand collaborations. Established alongside Disney partnership as part of licensing and brand extension strategy.
• SamsungminorStrategic or Co-development PartnerStrategic partnership extended through 2028 for technology and brand collaboration initiatives.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hero Nutritionals: Kids' gummy multivitamin brand (formerly Yummi Bears); comparable in target consumer (kids 2+) and pediatrician channel, though positioned more on taste than clean-label.
• SmartyPants Vitamins: Premium DTC children's and adult gummy vitamins with a subscription model; the closest direct competitor to Hiya in the clean-label, pediatrician-positioned kids' multivitamin category.
• Llama Naturals: Organic plant-based kids' multivitamins sold via DTC subscription; directly comparable on clean-label positioning and pediatric target market.
• Renzo's Vitamins: DTC kids' chewable vitamins positioned on clean ingredients and pediatrician formulation; competes head-to-head with Hiya in the sugar-free kids' vitamin segment.
• MaryRuth's: DTC liquid and chewable supplements including kids' multivitamins; comparable subscription-led, clean-label, parent-focused brand model.
• Olly: Unilever-owned premium gummy vitamin brand with a strong kids' line and mass-DTC distribution; competes with Hiya on shelf and online in the parent-purchaser segment.
• Nordic Naturals: Premium supplements brand with a dedicated kids' line (including multivitamin and fish oil); comparable on pediatrician endorsement, third-party testing, and premium clean-label positioning.
• Culturelle: i-Health-owned probiotic brand with a dedicated kids' line; directly comparable to Hiya's Kids Daily Probiotic in formulation, target customer, and pediatrician-recommended positioning.

Broad incumbents

• Garden of Life: Nestlé Health Science-owned certified-organic supplements brand with a kids' vitamin range; broader portfolio player that competes with Hiya in natural and organic channels.
• Centrum Kids: Haleon-owned mass-market kids' multivitamin (formerly Pfizer); broader incumbent in the same category whose scale and retail ubiquity define the value-tier benchmark against which Hiya's premium positioning is sold.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hiyahealth
• Instagraminstagram.com/hiyahealth
• LinkedInlinkedin.com/company/gethiya

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hiya