A direct-to-consumer vitamin combating sugar addiction through clean nutrition
LOS ANGELES, March 2, 2020 /PRNewswire/ -- Hiya, the superpowered, direct-to-consumer brand on a mission to reimagine children's health, today announced the release of its first product: a nutrient-dense, sugar-free vitamin meant to promote lifelong health for kids.
Created by L.A.-based fathers Darren Litt and Adam Gillman, Hiya was born out of the pair's realization that the existing options for children's vitamins were all nutritionally inadequate, causing the very health problems they were meant to solve. Stunned that a typical kid's vitamin contained as much sugar as a piece of chocolate cake, Litt and Gillman brought together a team of leading pediatricians and nutritionists to formulate a better vitamin with zero sugar. The result is Hiya, a daily chewable vitamin extracted from real food with all the nutrients kids need.
"If kids ate steamed kale every day, they might not need a multivitamin," said Litt. "But we live in a world of chicken fingers and macaroni and cheese, where a perfectly balanced diet isn't always a reality. So we worked with experts to formulate a vitamin that could help parents everywhere build a foundation of lifelong health."
With 98% of children exceeding their daily recommended sugar limit, leading to an epidemic of diet-induced disease, the two dads felt compelled to do something.
"Sugar addiction is an epidemic – and yet the average children's supplement contains two teaspoons of sugar given to kids each and every day," said Gillman. "Our imperative is to provide a children's vitamin that does what it's marketed to do – without the unnecessary sugar and gummy junk."
And Hiya is kid-approved. Despite having zero sugar, the vitamin is naturally sweetened and has been taste-tested by families. Hiya sends a reusable bottle that can be personalized, then each month, families receive additional vitamins in recyclable packets, teaching kids to be environmentally conscious.
About the founders
Darren Litt and Adam Gillman are both successful entrepreneurs; and importantly, they're dads who care. They both live in L.A. with their wives and two children.
Darren is a co-founder at MarketerHire, the leading talent marketplace for digital marketers. Darren previously served as CEO of GoLive! Mobile, named by Inc. Magazine as the #1 fastest growing media company in the country. Adam is a serial entrepreneur, having founded numerous companies around health and wellness, including CycleHouse, the leading spin studio serving as the basis for the TV show "Hollywood Cycle."
Hiya is on a mission to reimagine children's health. Its superpowered chewable vitamin is a nutrient-dense, sugar-free option for parents seeking to build lifelong health for their children. Hiya vitamins are made in the USA, come from real fruits and vegetables, and use naturally derived monk fruit for a kid-approved taste. For more info, go to www.hiyahealth.com, and follow our journey at @hiyahealth.
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SOURCE Hiya Health