Hiya Health is a children’s nutrition brand that makes sugar-free, non-gummy chewable vitamins and other kid-focused supplements designed to help fill common nutrient gaps. Pulse 2.0 interviewed Hiya Health co-founder and CEO Darren Litt to gain a deeper understanding of the company.
Darren Litt’s Background
Could you tell me more about your background? Litt said:
“I’m the co-founder and CEO of Hiya Health, a kids’ wellness company focused on rethinking children’s vitamins and supplements without sugar, gummies, or unnecessary fillers.”
“We launched Hiya in March 2020, the same week the WHO declared COVID-19 a global pandemic. In late 2024, we sold to USANA Health Sciences for $260 million.”
“My background is in tech and startups, which might sound unrelated, but it’s actually what led me here. In my first role at a New York startup right out of grad school, I learned something that stuck with me early: most people don’t have all the answers — and asking good questions is often the smartest move. That mindset gave me the confidence to enter an industry where I didn’t have traditional experience and try to build something better.”
“Before Hiya, I helped build tech companies like MarketerHire and GoLive! Mobile, which was named by Inc. as the fastest-growing media company in the country. Across those experiences, the common thread was finding broken categories and trying to improve them.”
“I’m also a dad of two daughters, which is a big reason Hiya exists. The problem we set out to solve was one I experienced personally.”
Formation Of The Company
How did the idea for the company come together? Litt shared:
“The idea started with an ordinary moment — ordering a children’s vitamin online. Our pediatrician recommended a brand, so I ordered it without thinking much about it. When it arrived, I opened the bottle and saw neon gummies clumped together. It looked more like candy than something meant to support kids’ health.”
“I checked the label and it got worse: sugar, dyes, and fillers everywhere. I assumed it was a one-off, but when I looked around the vitamin aisle, I realized most kids’ vitamins were built the same way.”
“That’s when the idea for Hiya took shape: a kids-only wellness line made with real ingredients, without the junk that had become common in the category.”
“As CEO, my job is to set the vision, build the team, and make sure every decision stays grounded in why we started — clean, honest nutrition designed specifically for kids.”
Favorite Memory
What has been your favorite memory working for the company so far? Litt reflected:
“There are a lot, but many of the most meaningful moments have involved building Hiya alongside my daughters. From the early days, they were part of it — tasting formulations, weighing in on design, sitting in on Zoom calls during COVID, and asking questions that forced us to explain what we were doing and why.”
“Watching them become curious about ingredients, labels, and how products are made are memories I’ll always carry.”
“I also love seeing families use Hiya in real life. One of my favorite things is watching kids decorate their refillable bottles, comparing stickers, talking through their choices, and taking ownership of their routine. It’s a reminder that this isn’t just something parents hand out; it’s something kids feel proud of.”
“We’ve seen similar moments through our work with schools and community organizations, especially when donating vitamins to families who don’t always have access to clean, transparent options. Those experiences reinforce why we started Hiya in the first place.”
Core Products
What are the company’s core products and features? Litt explained:
“Hiya is a kids’ wellness line built around high-quality ingredients and honest nutrition, with zero sugar, zero gummies, and no artificial flavors or colors.”
“Our core products include:
- Daily Multivitamin
- Daily Probiotic
- Bedtime Essentials
- Greens + Superfoods
- Hydration
- Daily Iron+
Everything is formulated specifically for kids, with input from pediatricians and nutrition experts. We ship in refillable glass bottles to reduce waste, and every child gets a sticker pack to decorate theirs. That experience is intentional — it helps kids take ownership of their health and makes the routine fun.”
Challenges Faced
Have you faced any challenges in your sector recently — and how did you overcome them? Litt acknowledged:
“We face challenges all the time, but the ones that really shaped the company happened early.”
“One major challenge came when an original manufacturer couldn’t keep up with demand and pushed us to cut corners by changing the formula. We weren’t willing to do that, so we spent weeks calling new partners until we found one that shared our standards and could help us scale responsibly.”
“There was also a lot of skepticism early on. We were told kids’ vitamins had to be sugary gummies or kids wouldn’t take them. We ignored that advice and kept reformulating until we created a chewable kids liked, without sugar, dyes, or gummy additives.”
“We were also encouraged to expand quickly into lots of products. We didn’t. We spent over a year perfecting one product before adding anything else. Staying focused turned out to be the right decision.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Litt noted:
“When we launched in 2020, we had one product — a daily multivitamin. Since then, we’ve expanded intentionally into a focused kids’ wellness line, which requires careful formulation, manufacturing, and user-experience decisions.”
“Post-acquisition, we now have access to more advanced manufacturing capabilities, global distribution infrastructure, and deeper research support. That allows us to improve quality and consistency and expand responsibly into new markets.”
“We’ve also built a strong feedback loop with over a million parents, which directly informs product development and helps us understand what families actually need.”
Significant Milestones
What have been some of the company’s most significant milestones? Litt cited:
- Launching in 2020, the same week the WHO declared COVID-19 a global pandemic
- Growing a community of more than one million parents
- Expanding from a single product to a focused wellness line
- Donating products to schools and families with limited access to clean nutrition
- USANA’s acquisition, enabling us to scale globally while staying true to our mission
Customer Success Stories
Can you share any specific customer success stories? Litt highlighted:
“We hear from parents of picky eaters all the time who tell us their kids take Hiya without a fight — and sometimes even remind their parents when it’s vitamin time.”
“We also hear how much kids love designing their bottles. That sense of ownership turns the routine into something they choose to do, not something they’re forced into.”
“Some parents also tell us that switching to Hiya made them start reading nutrition labels more closely across their entire household, which is incredibly meaningful to us.”
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Litt revealed:
“We built Hiya without traditional venture capital and focused early on strong unit economics — acquisition costs, retention, and contribution margins.”
“In late 2024, USANA acquired Hiya at a $260 million valuation. At the time, Hiya was generating nine figures in annual revenue.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Litt assessed:
“Hiya operates in the children’s wellness and nutritional supplements category, which is large and growing. More parents are paying attention to ingredient quality, sugar content, and transparency, which continues to expand the market for clean, kids-first products.”
Differentiation From The Competition
What differentiates the company from its competition? Litt affirmed:
“Hiya exists because most kids’ vitamins rely on sugar, gummies, artificial flavors, and artificial colors. We built a clean, honest alternative.”
“We focus exclusively on children, not adult products repackaged for kids. Everything starts with what kids actually need, from formulation to education.”
“We also believe the experience matters: a refillable glass bottle, fresh refills, and stickers that help kids build a consistent routine.”
Future Company Goals
What are some of the company’s future goals? Litt concluded:
“We plan to keep investing in clean, science-backed kids’ wellness products. The acquisition gives us the ability to improve manufacturing, develop new products, and reach families in more countries.”
“We also want to help kids understand what they’re putting in their bodies. Teaching children how to read labels early builds habits that last, and we believe that kind of education has long-term impact well beyond vitamins.”
