The zero-sugar kids’ vitamin brand launches in the UK with a mission to reimagine children’s nutrition

London, March 2026 - Hiya, the fast-growing children’s health brand, today announces its official launch in the UK, marking a significant milestone in the brand’s international expansion. At launch, UK families will be able to shop: Hiya Kids Daily Multivitamin, Hiya Kids Daily Biotic+, and Hiya Kids Daily Greens + Superfoods, introducing a new approach to children’s nutrition in the UK. Hiya combines clean, paediatrician- and dietitian-formulated products with a playful, personalised experience designed to make healthy habits fun and engaging.

“When we founded Hiya, we weren’t interested in launching another sugary children’s vitamin,” said Darren, Co-Founder and CEO. “We set out to rebuild the category from the ground up, by removing sugar, prioritising high-quality ingredients, and creating a daily ritual families can genuinely feel good about. From our refillable bottle to our thoughtfully developed formulation, every detail is intentional, designed to make healthy habits simpler and more sustainable. As we expand into the UK, our ambition is straightforward: to give families a cleaner, more responsible option, without turning nutrition into candy.”

Already trusted by more than one million parents in the United States, Hiya is built on a simple premise: children’s health products should meet a higher standard, from how they’re formulated to how they’re experienced every day. Made without sugar, artificial dyes, or gummy additives, each product is independently third-party tested for quality, purity, and heavy metals, to ensure compliance with UK and European safety standards, reflecting the brand’s commitment to safety and transparency.

“Bringing Hiya to the UK is an important milestone for our team”, said Adam Gillman, Co-Founder and President. “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.”

Hiya is designed with kids at the forefront of every conversation. Built on the belief that children engage more deeply with their health when it feels playful and empowering, Hiya turns a daily vitamin into a personalised ritual children can shape and look forward to. Every Hiya journey begins with a Welcome Kit featuring a reusable, child-resistant bottle paired with collectible stickers that children use to decorate. Then refills arrive at home on a monthly paediatrician-recommended schedule, keeping the experience going and helping families build positive, lasting habits.

Product line-up, each formulated for kids ages 3+:

• 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.

• Hiya Kids Daily Greens & Superfoods: A chocolate-flavoured daily powder created to help picky eaters who need more veggies in their diet. It features two core blends: Super Greens Powder Blend and Green Balance Powder Blend, which help with growth, digestion, and brain health. This zero-sugar powder mixes easily into any kind of milk making it a simple way to incorporate nutrient-dense ingredients into everyday routines.

• Kids Daily Biotic +: A daily digestive support formula featuring three kid-targeted bacterial strains to support gut balance and digestive health. Made without sugar or artificial additives, it offers a gentle, easy way to support microbiome health as part of a daily routine.

For more information about Hiya or to order your first shipment, please visit www.hiyahealth.com.

For all press enquiries in the UK please contact FINN Partners at hiyauk@finnpartners.co.uk.

-ENDS-

About Hiya

Hiya is the leading children's health brand, re-imagining kids' wellness with an inspired range of clean-label products. Offering a delicious and high-quality line of powders and chewables, Hiya is at the forefront of wellness with a focused assortment of better-for-you products. Since its founding in the US in 2020, Hiya has established itself as a trusted name in the industry, backed by thousands of 5-star parent reviews, with adherence to the highest clean nutrition standards, ingredient transparency, and commitment to continuous improvement through collaborations with paediatricians

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