Hiya launches kids growth protein powder for picky eaters

Hiya is pushing kids protein into more sensitive territory than the usual sports-and-recovery playbook. With Kids Daily Growth + Protein, the brand said it was making its first-ever kids protein powder for children who need extra protein and calories, including picky eaters and kids struggling to gain healthy weight.

The powder comes in Sweet Cream flavor and blends grass-fed whey with healthy fats, essential minerals and zero sugar. Hiya is not selling it as a single-ingredient add-on; the pitch is growth, with the company saying the product is designed to support height, bone strength and healthy development during the fastest-growing years of life. That framing matters because it places protein in the pediatric nutrition lane, where the question is less about muscle building and more about filling real gaps in a child’s daily diet.

Hiya said a recent survey of its community found nearly 64% of parents believe their kids do not get enough protein, while nearly 76% said their children regularly refuse protein-rich foods. That is the anxiety the brand is trying to meet head-on. The company said the powder is meant for kids who do not consistently eat meat, dairy or other protein-heavy foods, and for families looking for a convenient backup when meals fall short. The move also broadens the protein conversation beyond adults, where powders are often tied to fitness, beauty or weight management, and into a category built around balanced growth.

The company is leaning hard on trust. Hiya said the product is the first of its kind to earn the Clean Label Project Purity Award, which it described as the highest tier of independent purity certification available to consumer brands after off-the-shelf laboratory testing for heavy metals, pesticide residues, plasticizers and other contaminants. Hiya said it tests every batch of every product for heavy metals and microbials, and said its bottles use medical-grade glass and water-based paint.

Hiya’s timing also reflects a broader children’s nutrition shift. The company said it has a community of more than 1 million families and thousands of five-star parent reviews, and it has already built a clean-label reputation since announcing Clean Label Project certification in May 2025. That matters in a market where parents scrutinize sweeteners, additives and sourcing almost as much as grams per serving. The American Academy of Pediatrics says protein plays a critical role in infant and pediatric growth, while the Centers for Disease Control and Prevention says children need a variety of nutrient-dense foods each day for healthy growth and brain development, and may need 8 to 10 exposures before they are willing to try a new food. Hiya is betting that for families stuck in that gap between ideal nutrition and real-life eating, protein in a kid-friendly powder feels less like hype and more like insurance.