Children’s Nutrition Hiya Launches Kids Daily Growth + Protein to Redefine Kids’ Health and Development
Hiya, one of the fastest-growing brands in children’s health and wellness, has announced the launch of Kids Daily Growth + Protein, marking the company’s entry into the kids’ protein supplement category with its first-ever protein powder specifically designed for children. The new product reflects Hiya’s continued mission to create clean, science-backed nutritional solutions tailored to children’s unique developmental needs.
The launch comes at a time when many parents are increasingly concerned about whether their children are receiving adequate nutrition, particularly enough protein to support healthy growth and development. With Kids Daily Growth + Protein, Hiya aims to provide families with a convenient, trustworthy solution designed to help bridge nutritional gaps—especially for picky eaters, children with smaller appetites, or kids who struggle to maintain a healthy weight.
Available in a kid-friendly Sweet Cream flavor, the powder has been formulated to make daily nutrition both easy and enjoyable. Designed to mix seamlessly into water, milk, smoothies, oatmeal, or yogurt, the product offers parents a flexible way to add protein and essential nutrients into their children’s daily diets without introducing excess sugar, artificial ingredients, or unnecessary calories.
Addressing a Critical Need in Children’s Nutrition
Hiya’s new product was created with a clear purpose: supporting healthy childhood growth during the years when nutritional needs are at their highest. Childhood is a period of rapid physical and cognitive development, and adequate intake of protein, vitamins, minerals, and healthy calories plays a foundational role in everything from bone strength to muscle development and immune function.
According to the company, Kids Daily Growth + Protein was developed to support not just growth, but overall thriving—helping children stay energized and nourished whether they are in the classroom, on the playground, or participating in sports and other daily activities.
“At Hiya, we start with one simple but essential question: what do kids truly need to grow and thrive?” said Darren Litt, Co-Founder and CEO of Hiya. “With Kids Daily Growth + Protein, our focus was on delivering meaningful nutrition using clean, high-quality ingredients—without sugar or artificial fillers. Parents deserve a solution they can trust, and children deserve something they’ll actually enjoy consuming every day.”
Filling the “Growth Gap” for Picky Eaters
One of the most significant drivers behind the new launch is a widespread issue many families face: children refusing protein-rich foods.
A recent survey conducted among Hiya’s parent community revealed that nearly 64% of parents believe their children do not get enough protein, while approximately 76% report that their kids regularly refuse protein-rich foods such as meat, eggs, or dairy products.
This nutritional shortfall—often referred to by experts as a “growth gap”—can create long-term challenges if not addressed. For many families, protein shakes marketed toward adults are not an ideal alternative, as they often contain excessive protein levels, high amounts of sugar, or unnecessary additives not suited to children’s nutritional requirements.
Hiya says its solution was specifically engineered to solve that problem.
Purpose-Built for Children—Not a “Scaled-Down Adult Product”
Unlike many protein powders currently marketed to families, Hiya emphasizes that Kids Daily Growth + Protein was designed specifically for children—not adapted from adult formulas.
The product delivers an intentionally balanced 8-gram serving of protein, paired with an amino acid profile selected to support growing bodies rather than bodybuilding goals.
Hiya’s formulation centers around grass-fed whey protein isolate, widely considered one of the highest-quality protein sources available due to its complete amino acid profile and digestibility.
To further support healthy development, the company added targeted amino acids such as:
- Arginine, which supports healthy growth and circulation
- Leucine and Valine, important for muscle and tissue development
- Lysine, essential for immune support and collagen production
Darria Long, a Yale- and Harvard-trained pediatric physician and member of Hiya’s Scientific Advisory Board, praised the product’s targeted design.
“The pediatric protein category has long been dominated by scaled-down adult products—often overloaded with protein and sugar, while missing the amino acid balance children actually need,” Long said. “Kids Daily Growth + Protein was engineered specifically for growing kids, and as both a physician and a mother, it’s a product I feel confident giving my own children.”
More Than Protein: A Complete Growth Support Formula
Hiya positions the product as more than just a protein powder. It includes a broader nutritional platform designed to support multiple areas of child development.
Among its core benefits:
Digestive Health Support
The formula includes organic inulin, a plant-based prebiotic fiber that feeds beneficial gut bacteria and helps support healthy digestion—an increasingly important focus in pediatric nutrition.
Bone and Skeletal Development
A targeted mineral blend delivers:
- Calcium and phosphorus to strengthen bones and teeth
- Vitamin D3 to improve calcium absorption and support immune health
- Magnesium, involved in hundreds of biochemical processes throughout the body
Heart and Muscle Function
The formula also provides potassium, a key electrolyte that supports healthy muscle contraction and cardiovascular function.
Trace Minerals from Marine Algae
To round out the formula, Hiya incorporates naturally sourced trace minerals derived from marine algae, reinforcing its commitment to clean-label ingredient sourcing.
Setting a New Standard for Product Purity
One of the most notable distinctions of Kids Daily Growth + Protein is its independent certification.
The product is the first of its kind to earn the Clean Label Project Purity Award, one of the most rigorous third-party certifications in the consumer packaged goods industry.
Clean Label Project testing evaluates products for contaminants such as:
- Heavy metals
- Pesticide residues
- Plasticizers
- Industrial chemicals and toxins
The certification signals that the product has passed stringent laboratory screening and meets some of the highest safety standards currently available for consumer nutrition products.
For parents increasingly concerned about contaminants in food and supplements, that distinction may serve as a significant point of trust.
Strengthening Hiya’s Position in Children’s Wellness
The launch further expands Hiya’s presence in the rapidly growing children’s wellness market. Known primarily for its clean children’s multivitamins and subscription-based supplement model, the company has built a loyal community of more than 1 million families and thousands of five-star reviews.
By entering the protein category, Hiya is moving into a larger role in daily childhood nutrition—positioning itself not just as a vitamin company, but as a broader pediatric wellness brand.
As consumer demand shifts toward cleaner ingredients, transparent sourcing, and age-appropriate nutrition, the launch of Kids Daily Growth + Protein reinforces Hiya’s strategy: delivering science-driven, parent-trusted products designed specifically for kids’ real-world needs.
With this new offering, Hiya is not simply adding another supplement to store shelves—it is attempting to redefine what modern children’s nutrition can look like.
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