790 Darren Litt: Co-Founder & CEO of Hiya

Jan 21, 2026

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On today’s episode, we welcome Darren Litt, Co-Founder & CEO of Hiya — the leading children’s health brand reimagining kids’ wellness with science-backed, pediatrician-formulated vitamins and supplements.
Darren’s journey began with a simple but powerful parental insight: most kids’ vitamins are essentially candy. Determined to do better, he set out to build a brand rooted in trust, transparency, and real nutrition. The result is Hiya—a profitable, fast-growing, largely bootstrapped DTC brand that removed sugar, artificial additives, and unnecessary fillers from children’s vitamins, while rethinking everything from formulation to packaging and the overall “kidsperience.”
In this episode, Darren shares how a personal frustration turned into a category-defining company, the early challenges of building in a crowded and regulated wellness space, and the pivotal decisions that shaped Hiya’s trajectory. We also talk about scaling a mission-driven consumer brand, creating long-term trust with parents, navigating a major majority-stake acquisition, and what Darren sees next for the future of children’s wellness. This conversation is packed with insight for founders, operators, and anyone building brands with purpose.

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To learn more about Darren Litt and Hiya:
https://hiyahealth.com
https://www.instagram.com/hiyahealth/
https://www.linkedin.com/in/darren-litt-3057402/
https://www.linkedin.com/company/gethiya/