In today’s fast-paced world, many parents are rethinking decisions about their children’s dietary supplements, leading to innovative solutions that prioritize health without compromising on fun. Darren Litt, cofounder and CEO of Hiya, embarked on a journey to create a children’s multivitamin that aligns with these values, and his story is both inspiring and insightful.
Like many concerned parents, Darren Litt noticed that the multivitamins he provided for his daughters were filled with sugar and artificial ingredients. Determined to offer something better, Litt decided to create a healthier alternative. “My daughters were my target customers,” Litt said, as he involved them in every stage of the product’s development.
Launching Hiya in March 2020 was a bold move, given the global pandemic. Yet, the timing proved essential for Litt, as his family played a crucial role in the business’s growth. The company was eventually acquired in 2024 for over $205 million, a testament to its success.
Family Involvement in Business
The involvement of Litt’s daughters, Rylan and Remi, was integral. They actively participated in taste-testing vitamin formulations and contributed feedback. The idea was not just to focus on taste but to create an engaging experience for kids. Hiya’s vitamins come in refillable bottles that children can personalize, with design elements like bottle colors and stickers selected with input from Litt’s daughters. This involvement even led to a partnership with Disney, featuring Moana-themed bottles.
Blending Family with Business
Launching the business during COVID-19 meant the entire family was together at home, naturally merging family life with business operations. Litt’s daughters often joined Zoom meetings and engaged in discussions about Hiya during family dinners. “For some people, there’s value in having clear boundaries between work and family,” Litt explained, but he found that integrating them was beneficial for the business.
Transparency and Future Aspirations
As Litt’s daughters grew older, their physical presence in business meetings lessened with the return to in-person schooling. However, Litt maintained transparency with them about business operations, sharing insights into the company’s workings. When the possibility of selling Hiya arose, Litt’s daughters were initially saddened, fearing their father would no longer be involved. However, they were relieved to learn he would continue as CEO.
Now teenagers, Litt’s daughters express interest in becoming entrepreneurs themselves, inspired by their father’s journey. They witnessed firsthand how identifying a problem and working towards a solution can lead to impactful change, a lesson that has left a lasting impression.
