Last fall, I was chatting with other Girl Scout moms at our annual campout and someone left a pack of Grüns in the cabin. They’re superfood gummy bears that are supposed to do a ton of awesome things like promote gut health and give you energy and fulfill your veggie requirements, etc. I had seen these on my IG feed, so me and a couple of the moms tried them out. Big letdown for me (they were the no sugar added variety), but overall a good reception. One of my girls liked them, and one other scout was like, cool.

That led to what other “wellness” things each of us had tried in our routine; from special-order vitamins, to supplements that replaced caffeine, to Liquid IV and protein. And what do you know, later that week I had ads all over my accounts for kids’ vitamins, gummies, and patches.

Maybe it’s just that we’re getting older, but the lineup keeps growing: a daily multivitamin to fill any nutritional gaps, collagen and biotin for hair and nails, melatonin for sleep, probiotics for gut health, B‑complex and magnesium for energy, vitamin D for mood…the collection just keeps expanding. Creatine, the powder that my high school boyfriend was taking to get “ripped”, is now marketed to women as a supplement.

But what adds an extra layer of weird is that many of the supplements have a kids version. Beyond the classic Flintstones vitamins, there’s now a kid‑friendly version for nutrition, immunity, focus, growth, you name it. But why? And since when?

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