Hiya launches protein powder for kids’ growth and development

Hiya stepped beyond supplements and into the protein aisle with Kids Daily Growth + Protein, a Sweet Cream powder built for children who need extra protein and calories. The company framed the launch as support for healthy growth and development, but its real test is whether parents see a nutritional fix or just a child-sized version of adult wellness marketing.

The product uses grass-fed whey protein isolate and is aimed at picky eaters and kids who struggle to gain healthy weight. Hiya said the formula also includes healthy fats, prebiotics, essential minerals and targeted amino acids, a combination meant to widen the pitch beyond muscle support and into digestion, growth and general development. On the product page, Hiya said the powder is zero sugar, non-GMO, gluten-free, third-party tested and pediatrician formulated.

That positioning lands in a familiar parental pressure point. Hiya said a survey of its parent community found nearly 64% of parents believe their children do not get enough protein, while nearly 76% said their kids regularly refuse protein-rich foods. The company also leaned on its own footprint, saying it reaches more than 1 million families and has thousands of five-star parent reviews. In other words, the launch is selling convenience, trust and nutrient density at the same time.

Still, the broader pediatric guidance remains more ordinary than the supplement aisle suggests. CDC guidance says children age 2 and older should follow a healthy eating pattern that includes a variety of protein foods, and the American Academy of Pediatrics has long pushed practical strategies for picky eating rather than force-feeding. Research also supports Hiya’s premise that picky eaters can take in less protein than other children, along with lower iron and zinc, which helps explain why a kid-specific powder might resonate with some families. It also underscores the evidence gap: most children do not need a branded protein product if a balanced diet is working.

Hiya made purity part of the launch story too. The Clean Label Project says its Purity Award goes only to products that rank in the top third of tested items in a category, based on contamination screening for issues such as heavy metals, pesticides and plasticizers. Hiya said Kids Daily Growth + Protein was the first product of its kind to earn that award, and the company described the powder as tested for heavy metals, microbials and other contaminants, including compliance with California Proposition 65 standards. That clean-label badge may be as important as the protein itself for parents deciding whether this is a genuine fix or just another powder in a crowded market.