Dad Builds $205M Kid Vitamin Empire by Bossing Kids Around
Meet Darren Litt, the tech entrepreneur turned vitamin mogul who launched Hiya from the safety of his COVID-19 living room in March 2020, with his daughters Rylan and Remi as unwilling taste testers of sugar-rejecting multivitamins. They even picked out bottle colors and begged for Moana stickers, sparking a Disney partnership. By 2024, the company sold for a cool $205 million but donāt worryāthe kids arenāt kicked out. Although initially sad about selling, the girls learned Daddy stayed as CEO, making this $205 million candy-free candy business a family hobby that also pays the bills. Entrepreneurship, the Litt way: blend family Zoom calls with emergency corporate chatsānothing screams "work-life balance" like your kids eavesdropping on Slack channels.
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Nothing says parenting like drafting your kids into a $205 million vitamin venture during a pandemic, then showing them your Slack and spreadsheets because homework is apparently just conference call practice for future entrepreneurs.
Launching a wellness empire in a pandemic with your kids as unpaid focus groups isnāt a businessāit's an elaborate excuse to give toddlers Zoom cameos and guilt-trip them with sales figures.
Who needs sleep when your subsidiaries (aka kids) want to slap Disney princesses on vitamin bottles? Dadās tactic: infiltrate family life with spreadsheets and call it entrepreneurship.
Source: Businessinsider | Published: 9/22/2025 | Author: Kelly Burch
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