As summer holidays end and darker evenings arrive, children will spend less time outdoors, making vitamin D a key nutrient for many. Paediatrician Phil Boucher, MD, says vitamin D is the one he highlights when weather turns colder. He told The Mirror: "Vitamin D is the one I'd flag hardest. The recommendation is 600 IU a day for kids over one, and a kid who isn't drinking much milk or fortified alternative isn't getting close."
He added that the issue becomes especially relevant in autumn and winter, when children get less sun exposure. He explained: "I practice in Nebraska. From October to April my patients are mostly indoors and far away from the sun so vitamin D synthesis in the skin is basically off the table."
Hiya multivitamin at 48p per day
Vitamin D supports children's health, including normal immune function and bone growth. For fussy eaters, supplementing can help. The Hiya Kids Daily Multivitamin is currently £14.50, reduced from £29, for a 30-day supply via subscription, working out at around 48p a day. Shoppers can get 50% off their first month.
Designed for ages three to 12, the chewable contains 15 essential vitamins and minerals, including vitamins A, C, D, E, B vitamins, folic acid, B12, biotin, iodine, zinc, selenium, and manganese. It has no added sugar or artificial dyes and comes in cherry, strawberry, tropical, and green apple flavours. The vitamins arrive in a refillable glass bottle with a child-proof lid and a sticker pack for decorating. Future orders are £29 for refill pouches.
Parent reviews and alternatives
Hiya has over 6,900 reviews, with 6,300 five-star ratings. One parent of a 'very picky eater' said: "It is really hard to get her to take any supplements, but she loved these. She had so much fun decorating her own little jar. I appreciate that they come in glass and has a child proof lid as well. Of course they are dye and sugar free too."
Another parent noted: "My toddler is super picky so a multivitamin is a must but he can also be picky about those as well! So when we found Hiya and he loved them I was so excited. He also had fun decorating the bottle." A third said: "My daughter doesn't eat anything nutritional and I've tried so many different vitamins and water - so much money - but she takes her Hiya everyday with no hesitation. It's amazing and I feel better knowing she's getting what she needs."
One reviewer whose son didn't like the vitamins praised customer service: "While my son did not like the vitamins, the customer service was spot on. They texted to see if we were liking it and after a week of trying to get him to take them I decided it wasn’t worth the struggle. I texted back and it was easy to cancel. Sorry we didn’t like the product but if every company operated like Hiya, the world would be a better place."
Alternatives include Boots' Bio-Kult 3-in-1 Biotic Blend Multivitamin Gummies for Kids at £16.98 for 30 gummies (10mcg vitamin D3, versus Hiya's 25mcg), and Holland and Barrett's Neubria Neu Kid - Multivitamin + Omega-3 30 Soft Chewables at £12, containing vitamin D3, iodine, and DHA.
When to consider a multivitamin
Dr Boucher said not every child needs a multivitamin. He advised: "How many foods does your kid genuinely accept? If it’s under about twenty, under-nutrition of something is likely." He also suggested checking if a child is missing an entire food group: "No dairy, no meat, no fish, no eggs. Vegan, dairy-free, gluten-free, or a restriction that came from an elimination diet nobody ever un-eliminated."
For healthy but fussy children, he said: "For a healthy kid with an unremarkable diet, a basic multivitamin is a reasonable, low-stakes hedge, but for a kid with a real red flag on that list, skip the supplement aisle and visit your paediatrician." On timing, he added: "Honestly? The ideal time is whichever time you'll actually remember. Attach it to something that already happens every single day without anyone having to think. You brush your teeth after breakfast, the vitamin lives next to that."
