How Two Fathers Built a Kids Wellness Brand and Made $260 Million

Small business takeaway: 

• Children’s vitamin startup Hiya Health’s rise to a $260 million acquisition underscores the power of strategic customer engagement and partnerships. Its subscription model fostered consistent relationships with families, ensuring recurring revenue and loyalty. Collaborations with trusted brands like Disney and Mattel amplified reach and credibility while a focus on clean, innovative products addressed both the booming health trend and unmet market needs, driving sustainable growth.

Successful serial entrepreneurs are always looking for ways to disrupt a market and sometimes they get a big idea for an innovative product when they least expect it.

Darren Litt and Adam Gillman, co-founders of Hiya Health, a children’s health brand, can attest to that. Six years ago, Litt went shopping on Amazon for multivitamins for his young daughters and saw a market need for a new product that had all-natural ingredients, was additive- and sugar-free, and that supported nutrition for kids of all ages.

It was a call to action, Litt recalls, noting 98% of children in the United States exceed the daily recommended sugar limit, according to government health statistics.

So, while running MarketerHire, a marketing talent platform he co-founded, Litt decided to develop a multivitamin for kids made with natural ingredients containing no sugar, additives, or artificial colors.

The first step was enlisting the help of Gillman, a former co-worker and seasoned entrepreneur who had a successful track record launching and scaling consumer health and wellness brands. He, too, had young children and saw great value in the concept, considering that the U.S. children’s vitamin and supplement market is experiencing rapid growth. It is valued at about $900 million and is expected to reach $1.4 billion by 2029, according to Arizton Advisory & Intelligence.

Together, the two co-founders — Litt is now the CEO and Gillman is President — bootstrapped their startup and grew the company’s product line and sales to $100 million annually. Last year, Hiya was acquired by USANA Health Sciences, the nation’s largest children’s nutritional brand, in a $260 million deal.

CO— spoke with Litt to learn how he and his partner rapidly scaled their company and secured a multimillion-dollar strategic acquisition.

CO—: How did you develop your first product and rethink the product category?

DL: We assembled a team of leading pediatricians and nutritionists to create a chewable formula with 15 essential vitamins and minerals utilizing monk fruit and real fruit and vegetable extracts for taste rather than sugar.

We asked our own children to be taste-testers during the development process to make sure the product was appealing to kids. After 12 months of research and development, we were able to launch the product.

CO—: Explain how you bootstrapped the company in the early days. Did you ever raise outside funding?

DL: We launched Hiya using our personal savings and were very disciplined early on, reinvesting everything back into the business. We never raised institutional capital. In 2020, we did a small friends and family round — a few hundred thousand dollars — to support early manufacturing, inventory, and the initial launch. That approach helped us build a strong foundation around cash flow discipline and unit economics, which allowed us to scale sustainably over time.

[Read more: How 3 Founders Turned Pitch Competitions and Accelerator Programs Into Growth Engines]

CO—: How did you use unique packaging to distinguish your new product from the competition?

DL: Our idea was to make kid vitamins fun. So, we developed cool reusable bottles that came with stickers children could decorate. The idea was to reimagine the experience. At the same time, we added clean labeling, which allowed parents to see our natural ingredients free from additives and chemicals and sustainable sourcing.

CO—: Why did you decide to sell your product through subscription?

DL: Kids’ health is built on consistency, and a subscription model helps parents stick to a daily routine. It also helps the company build a relationship with parents and an emotional connection. Using the direct-to-consumer sales approach helps us have conversations with parents and get regular metrics on sales.

In addition to subscription, a limited selection of products is available for purchase on Amazon. We’ve been thoughtful about where we show up and have focused primarily on direct relationships with families rather than broad third-party marketplaces.

CO—: How has influencer marketing and parent-driven storytelling helped you build your brand so quickly?

DL: We use scientists, nutritionists, and real parents to tell our story on social media. Parents love to hear from experts and other parents about their shared experiences. We built a community this way and a loyal customer following. We tell our story on Facebook, TikTok, on podcasts, and at pediatrician offices nationwide.

[Read more: How CEOs Who Became Influencers Are Supercharging Company Sales]

CO—: How did you develop your product line?

DL: We built a portfolio of eight products in a short time frame, including probiotics and other supplements for kids. We assembled a team of experts —nutritionists, manufacturers, scientists, dentists, pediatricians, and parents — to help us. We closely listened to parents and their needs. In the early days, we went through their Facebook comments and got on the phone with them to find out what kinds of products they were looking for. Today we sell multivitamins, probiotics, iron +, greens and superfoods, hydration, immune support, and bedtime essentials.

Scaling quickly in a kids’ health category comes with unique challenges. Every product required careful testing, iteration, and validation, and the hardest part was maintaining quality and consistency while staying true to our values as we grew. When it comes to kids’ health, there’s no margin for shortcuts, so we had to build processes that allowed us to improve our formulas over time without ever compromising our standards.

CO—: How did you forge strategic partnerships with Disney and Mattel?

DL: We wanted to align with brands that shared our values around family and trust, which is how we began conversations with Disney and Mattel. They were drawn to the trust we had built with families and the reach we had established, while we saw an opportunity to create unique partnerships that could help grow both sales and brand recognition.

In 2024 and 2025, we secured licensing agreements that allowed us to launch special editions of our starter kits — including refillable bottles and ongoing games featuring popular characters and themes such as Barbie, Disney Princesses, Mickey Mouse, and Hot Wheels.

CO—Last year Hiya was acquired by USANA in a $260 million deal. What control do you still retain over the future direction of the company you co-founded?

DL: We are now a subsidiary of USANA. They bought a 79% stake in Hiya. The mission of our business remains the same, and we have retained our executive titles. Our goal now is to scale Hiya responsibly while staying true to what made the brand trusted in the first place. That includes continuing to thoughtfully innovate, expanding access where it makes sense, and leveraging additional operational and regulatory expertise to reach more families over time without ever compromising quality or mission.

CO—: Building a successful startup and dealing with fast growth is hard. How did you manage your work/life balance?

DL: There is no perfect balance. You must be intentional with your time and know when to protect time with your family. Building something meaningful shouldn’t compromise the people you are building it for.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.

What can membership do for your business?

Gain tools to stay informed, competitive, and connected by becoming a U.S. Chamber of Commerce member. Membership gives you direct access to expert policy insights, economic updates, and exclusive resources designed to help your business thrive. From behind-the-scenes analysis from D.C. to exclusive discounts and expert support, U.S. Chamber membership helps you navigate change and seize new opportunities.

Join Today