Hiya's Clean Kids Protein
Hiya Launches New Clean-Label Kids Daily Growth + Protein Supplement Formulated with Pediatric Input
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Hiya Health has launched Kids Daily Growth + Protein, a protein powder built from the ground up for children — not adapted from adult formulas. The product comes in a "Sweet Cream" flavor with zero added sugar and is aimed at parents of picky eaters worried their kids aren't getting enough protein. USA Today reported the launch on May 21, 2026.
The children's wellness brand, acquired by USANA Health Sciences for $260 million in late 2024, says the new powder was designed with pediatric input and has earned a Purity Award from the Clean Label Project — an independent group that tested it against 400+ environmental contaminants, including heavy metals and pesticides.
What's Actually Inside This Kids Protein Powder
Hiya's formula uses grass-fed whey protein, healthy fats, and prebiotic fiber. Prebiotic fiber feeds the good bacteria in your gut. The brand says the mix supports growth, digestion, and stable blood sugar. Registered dietitian Mia Rigden, a brand partner, says that "getting adequate protein not only supports their growth and development but also their blood sugar, which can help with cravings and mood swings." Des Moines Register covered the launch details.
The daily protein needs for kids are modest: 13 grams for ages 1–3, 19 grams for ages 4–8, and 34 grams for ages 9–13. Hiya says its product helps fill gaps for children who don't eat enough varied foods. Co-founder Darren Litt has criticized legacy children's brands for selling what he calls "candy in disguise" packed with sugar, according to The Tennessean.
Pediatricians Warn Most Kids Don't Need Protein Supplements
Not every expert is on board. Pediatric dietitian Diana Schnee of the Cleveland Clinic says protein deficiency is rare in developed countries. Most children already meet or exceed their daily protein needs through regular meals. Clinical groups including the Academy of Nutrition and Dietetics caution that too much protein can strain a child's still-developing kidneys, cause dehydration, and lead to digestive problems, according to Citizen-Times.
Pediatric dietitian Lucy Upton adds that long-term safety data on concentrated protein supplements for children is thin. A past investigation by Consumer Reports found many adult protein powders contained concerning levels of lead, arsenic, and cadmium. That history is part of why Hiya pursued third-party testing. But critics say the product may be a solution looking for a problem for most healthy kids, Herald-Times Online reported.
A Fast-Growing Market Behind a $7.8 Billion Bet
Hiya is entering a booming space. The global kids' protein shake market was valued at $4.2 billion in 2025 and is projected to hit $7.8 billion by 2034 — growing at 8.5% per year. A University of Michigan Mott Children's Hospital poll found that 40% of parents said their teenager had used protein supplements in the past year, showing demand is already real, according to Star-News Online.
Hiya's direct-to-consumer subscription model sets it apart from legacy brands sold in big-box stores. Its clean-label approach and third-party safety certifications could pressure competitors to raise their own standards. The brand also expanded to the United Kingdom in April 2026 with three product lines, showing it is building fast beyond its US roots, per Freep.
The Bigger Trend: Adult Wellness Culture Reaching Kids
Morning protein shakes are a fixture of adult health culture. Now brands like Hiya are bringing that routine to children. Experts warn this could normalize diet-focused thinking at young ages and create early anxiety around food and body image. 98% of US children already exceed the daily recommended sugar limit — a real problem Hiya is trying to solve, according to App.com.
Whether this product fills a genuine nutritional gap or simply sells parents peace of mind is a question dietitians say families should ask their pediatrician first. Hiya's safety standards are real and its formula is cleaner than most adult powders. But for a healthy child eating regular meals, the need for a protein supplement remains, at best, unproven, per Post-Crescent.
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