USANA Health Sciences Inc., a global supplement company, has announced the acquisition of Hiya, a children’s supplement brand with a range of clean-label powders and chewable supplements.

USANA bought a 78.8% controlling ownership stake of the company, after a $205 million cash transaction closed on December 23.

Over a 12-month period ending on September 30, 2024, Hiya generated net sales of $103 million, a net income of $19 million, and adjusted EBITDA of $22 million. As of September 2024, Hiya had more than 200,000 customers.

“The Hiya brand is a natural fit for USANA and this acquisition represents a key strategic milestone for our business,” said Jim Brown, president and chief executive officer of USANA Health Sciences, Inc. “Hiya’s co-founders, Darren Litt and Adam Gillman, have disrupted the children’s health and wellness market by building a high quality, better-for-you brand that aligns with our vision of creating the healthiest family on Earth. This strategic acquisition adds a diversified layer of growth to USANA’s overall business, while maintaining our commitment to our core direct sales business, where we continue to invest in initiatives to drive growth. Notably, this acquisition will allow USANA to reach a broader audience by diversifying distribution channels through Hiya, which we believe will enhance our ability to generate sustainable long-term growth and deliver value for our stakeholders. Darren and Adam will continue to lead Hiya through its next phase of growth. Their leadership and expertise is instrumental to Hiya’s business, which is now part of USANA’s mission and strategic objectives.”

“Today represents an exciting chapter for Hiya and we are thrilled to join the USANA family,” said Darren Litt, co-founder and CEO of Hiya. “As parents ourselves, we recognized that so many wellness companies did not prioritize our children’s health interests, so we created Hiya to give families the very best in clean, honest nutrition. With the help of USANA’s extensive capabilities, support, and international expertise, we can now extend that commitment to create healthy products for more families in more countries. USANA and Hiya share a deep commitment to improving the lives of families everywhere by providing the best nutritional products possible, and we look forward to continuing this exciting journey as part of USANA.”

USANA reports that the acquisition was a strategic means for it to enter the children’s health and wellness market. Hiya’s net sales of $103 million grew 50% compared to FY2023, and, for FY2025, the company anticipates that Hiya’s net sales growth can approach 30% year-over-year. The two companies will leverage potential synergies, such as by enabling Hiya to leverage USANA’s manufacturing and international expansion expertise, while USANA may utilize Hiya’s market insights, marketing expertise, and children-focused products within its own direct sales channel. Hiya, with its focus on wellness products for the ages of 0-18, opens USANA to a new category, and expands and diversifies its revenue mix, the company reported.