San Clemente, Calif.—January 2013— Hero Nutritionals, the maker of the original gummy vitamin, Yummi Bears®, introduces two sugar-free vitamins to the Yummi Bears® line to help kids get essential nutrients without added sugar. Naturally sweetened with fiber and lo han fruit, kids will love the taste and parents can rest assured that their children are getting the nutrients they deserve to grow up big and strong without risking food allergies or cavities.

Multiple studies show that kids in America consume way too much sugar, which can lead to dangerous health risks throughout life. According to CNN.com, many health experts feel that the excessive sugar intake by kids is due to the fact that sugary foods take the place of other, nutrient-rich foods in a child's diet, thus preventing them from consuming vitamins and minerals essential for growth and development.

Formulated for well-balanced nutrition, Yummi Bears® Sugar Free™ Multi-Vitamin & Mineral (MSRP $19.99) is the first and only sugar-free gummy vitamin with 16 key vitamins, minerals and nutrients. Yummi Bears® Sugar Free™ provides children with a full spectrum of essential vitamins including antioxidants A, C, and E, B-complex and important minerals for their overall health.

Vitamin D is an important nutrient for growing boys and girls, yet research shows that more than 10 percent of American children are vitamin D deficient.  The Yummi Bears® Sugar Free™ Vitamin D3 (MSRP $16.99) is the first and only sugar-free gummy vitamin with 1,000 IU of easily-absorbed vitamin D3 per serving, . Formulated to support healthy immunity, this high potency formula also supports calcium absorption to build healthy bones and teeth.

The Yummi Bears® Sugar Free™ Multi-Vitamin & Mineral and Sugar Free Vitamin D3 supplement, both GMO-free and patent-pending, are part of Hero Nutritionals’ broad line of premium formulations that provide optimal, natural nutritional support for all children. All Yummi Bears® Sugar Free vitamins are allergen-, gluten- and dairy-free anduse lo han fruit, which is three times as sweet as sugar, for a natural sweetener that does not cause spikes in blood sugar or promote tooth decay.

“Overall the gummy vitamin category is up by 19% year-over-year, with the new sugar free trend emerging. The introduction of the first, all-natural, allergen-free, non-GMO Yummi Bear® is leading the innovation curve towards new and improved offerings in this category,” said Claire Polson, National Sales and Marketing Manager of Hero Nutritionals. “Additionally, the supplement alternative sweetener category grew by 10%, with the children’s multi-vitamin category driving it at 23% growth as compared to 2011.”

“As the pioneer of the gummy vitamin, we understand there are children who, for health and other reasons, must limit dietary intake of sugar. We are thrilled to be addressing this needwith the introduction of the Sugar Free Yummi Bears®,” said Jennifer Hodges, Chief Executive Officer of Hero Nutritionals. “The Hero family continues to expand the Yummi Bear® product line to continually meet and exceed consumers’ desire for innovative and delicious options for getting the vitamins, minerals and nutrients they deserve.”

Each bottle of Sugar Free Yummi Bears® contains a 30 day supply and can be found in retailers such as Whole Foods, Vitamin Shoppe, Safeway, Raley’s, CVS and other leading health food and grocery stores.