Hiya, the fastest-growing direct-to-consumer children’s health brand, is expanding to Target stores nationwide and Target.com. The launch marks a major milestone as the company brings its clean formulas, rigorous standards, and thoughtful product experience to a broader retail audience.
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Hiya built a loyal community of families around a simple premise: kids’ health products should be held to a higher standard, from formulation and testing, to how they fit into everyday routines. Its partnership with Target represents an important step in scaling that vision to reach more households nationwide. Hiya offers pediatrician-formulated supplements designed specifically for kids, made without added sugar, artificial dyes, or gummy additives. Its commitment to ingredient integrity is reinforced by Clean Label Project Purity Award and NSF Certification, reflecting rigorous independent testing for heavy metals and contaminants.
That same level of intentionality carries through to the product experience. Each product comes in a refillable bottle with collectible sticker packs, turning a daily routine into a personalized ritual kids look forward to, while keeping things easy for parents.
“When we founded Hiya, we set out to evolve the kids’ nutrition category by moving beyond the sugar-heavy gummies and synthetic dyes that have defined the aisles for years,” said Darren Litt, Co-Founder and CEO of Hiya. “Expanding into Target is a defining milestone in our mission to provide modern families with a cleaner, more intentional standard in children’s health. After building incredible momentum online, we’re thrilled to make our kid-first approach accessible on Target shelves nationwide.”
The launch includes three signature chewable vitamins, each made without sugar, junk, or gummy additives:
- Hiya Kids Daily Multivitamin (30ct): 15+ essential vitamins and minerals to support growth and development, helping fill common nutrient gaps.
- Hiya Kids Daily Probiotic (30ct): 10 billion live cultures to support digestion and immune health in an easy, kid-friendly format.
- Hiya Kids Bedtime Essentials (25ct): A non-habit forming nightly chewable with 6 calming ingredients to help kids relax before bed.
The extension builds on Hiya’s rapid growth in the direct-to-consumer channel and represents a significant step in its evolution to an omnichannel brand, bringing its mission and innovation into a physical retail environment for the first time – at scale.
For more information, visit hiyahealth.com or follow Hiya on Instagram at @hiyahealth.
ABOUT HIYA
Hiya is the leading children’s health brand reimagining 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 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 pediatricians and other experts.
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