For generations, parents have sought alternatives to pills for children’s vitamins, and marketers have claimed to have just what the doctor ordered. Miles Laboratories introduced Flintstones Chewable Vitamins in 1968 (now Bayer owns the brand), and nearly three decades later, in 1997, Hero Nutritionals introduced a chewier chewable, a gummy-format vitamin, Yummi Bear. Now Barrière, a 6-year-old wellness brand, has launched a children’s supplement line that forgoes the mouth altogether, with small stickers that transmit vitamins through the skin. The products recently rolled out in nearly half of Target’s ~2,000 locations, and on the retailer’s website. Along with a multivitamin, the new kids’ line includes patches for immunity and for sleep. Barrière’s adult line has eight varieties of transdermal patches, and they’re already carried by Target, along with Hudson News, Bergdorf Goodman, and other retailers. Cleo Davis-Urman, who co-founded the brand in 2020 originally to make protective yet stylish face masks early in the Covid-19 pandemic, told Retail Brew that chewable kids’ supplements have the advantage over pills because they “are more appealing and they taste good, but they are filled with things that parents don’t want their children to consume, specifically sugar.” Plus, she noted that kids are “allergic to a lot of things,” so even lower-sugar chewables could be a no-no for some kids if they contain gluten, soy, or dairy. Along with featuring kid-friendly prints like dinosaurs, stars, and smiley faces, the stickers also have the advantage of being—pardon the tautology—stickers. Keep reading here.—AAN | 
