12 Brands Like Olly Worth Switching To in 2026

The best alternatives to Olly are Goli for the same price with no sugar, Grüns for whole-food gummies, SmartyPants for third-party tested formulas, Hiya for kids, and Ritual if you are ready to leave gummies behind. Pick by the reason you are leaving Olly, not by the prettiest bottle.

Olly is easy to like. Eric Ryan, who also co-founded Method, launched it in 2014, and the bottles look better than anything else in the vitamin aisle. Unilever bought the company in 2019 and it now sits in almost every drugstore in the country.

The reasons people go looking for something else are pretty consistent. Most Olly gummies carry one to two grams of added sugar each, so a two-gummy serving lands you at two to four grams before you have eaten breakfast. Reviewers also flag the doses. The stress formula uses 50mg of L-theanine where the research that gets cited usually sits between 200mg and 400mg, and the women's multi contains no iron at all, which matters for anyone who menstruates.

So the useful question is not "what else looks like Olly". It is "which part of Olly are you trying to fix". This list is built that way.

How we picked these brands

• Added sugar on the label. The single most common reason people leave. Every brand here either cuts it, discloses it clearly, or skips the gummy format entirely.
• Third-party testing or a real certification. Clean Label Project, Non-GMO Project, USP, B Corp. Something outside the brand's own marketing department.
• Honest dosing. Amounts near what the studies actually used, rather than a trace amount printed on a label for the ingredient list.
• A real direct-to-consumer store. You can buy from the brand, reach the brand, and see what they stand for. Drugstore shelf brands did not make the list.
• Everyday price and a spread of formats. Olly shoppers are used to roughly $14 to $20 a bottle, so the list covers that band as well as the upgrades, and covers gummies, liquids, powders and capsules.

At a glance

1. Goli Nutrition

Goli Nutrition made the first apple cider vinegar gummy, and it is still the product the brand is known for. One gummy carries 500mg of ACV plus vitamin B12, and the flagship has since been reformulated with zero sugar and a SNZ Tribac probiotic blend. The gummies are pectin-based rather than gelatin, so they are vegan.

Best for the shopper who wants to stay in the same price band as Olly and just wants the sugar gone. At around $19 a bottle it is roughly 32 cents a gummy, which is Olly territory.

2. Grüns

Grüns took the gummy format in the opposite direction from most of the category. Instead of a slim multi, each daily pack is eight gummies built from about 60 whole-food ingredients, covering more than 20 vitamins and minerals plus prebiotic fiber, adaptogens, spirulina and chlorella. A pouch holds 28 single-serve packs.

Best for people who want their greens habit and their vitamin habit to be the same thing. It is the priciest gummy here, and the serving size is a real commitment, so it suits people who will actually eat eight gummies every morning.

3. SmartyPants Vitamins

SmartyPants Vitamins is the pick when you want the gummy format with paperwork behind it. Products are third-party tested for purity and potency and carry Clean Label Project certification, and the multis fold omega-3s in rather than selling them separately. The kids multi lists 3g of added sugar per serving and the toddler formula 1.5g, which is disclosed plainly on the label.

Best for families who want one brand across ages without giving up testing standards. There is now a zero-sugar liquid multivitamin line too if the gummy sugar is the sticking point.

4. MaryRuth Organics

MaryRuth Organics started with liquids and still leads with them. MaryRuth Ghiyam, a certified health educator, founded the brand in 2014 with her mother Colleen, and the Liquid Morning Multivitamin was the very first product she made. It remains the best seller.

Best for adults who cannot swallow a capsule and do not want to chew sugar to get around that. The range is vegan, non-GMO and gluten-free, with USDA Organic certification on a good chunk of the catalog.

5. Lemme

Lemme launched direct to consumer in September 2022, founded by Kourtney Kardashian Barker with Simon Huck, opening with three gummies for energy, calm and focus. Lemme Purr, a vaginal probiotic gummy, turned into one of its bestsellers, and the line has since grown into skin, sleep and creatine gummies.

Best for the shopper who came to Olly for one specific shelf rather than a daily multi. Formulas are vegan and gluten-free, and made without palm oil, artificial sweeteners, synthetic colours or sugar alcohols.

6. HUM Nutrition

HUM Nutrition solves a different problem. Its quiz pairs you with one of its registered dietitian nutritionists for free, so instead of guessing between six bottles you get a person telling you which two you actually need. Products are Clean Label Project certified, Non-GMO Project verified, and third-party tested for purity and potency.

Best for people who are overwhelmed by the wall of options and want a recommendation they can question. Bottles run roughly $25 to $40, so it is a real step up from Olly money.

7. Hiya Health

Hiya Health is the most direct answer to a parent who has decided a candy-shaped vitamin is not it. The kids' daily chewable has zero added sugar, sweetened with monk fruit and mannitol instead, and packs 15+ vitamins and minerals plus a blend of 12 fruits and vegetables. It ships as monthly refill pouches for a child-resistant glass bottle kids can decorate.

Best for parents replacing a kids' gummy without a negotiation at the breakfast table. Four flavours come mixed in the same bottle, which quietly removes the "I wanted the red one" problem.

8. First Day

First Day takes the other route for kids, keeping the gummy but rebuilding what is in it. The "No Junk" multivitamin uses 10 nutrients on a blend of 21 organic superfoods including kale, spinach, beet, blueberry and reishi, with no artificial colours, fake sugars or fillers.

Best for parents whose kid will only take a gummy but who still want a recognisable ingredient list. Formulas are split by age across toddlers, kids and teens, and the toddler version carries a Clean Label Purity Award.

9. Bloom Nutrition

Bloom Nutrition is what happens when the daily wellness habit becomes a drink instead of a chew. Mari Llewellyn and Greg LaVecchia co-founded it in 2019, and the Greens and Superfoods powder blends 30+ ingredients including prebiotics, probiotics, digestive enzymes, spirulina and chlorella. The line now runs to colostrum and creatine gummies as well.

Best for people who already make a morning drink and would rather stir something in than remember a bottle. If you are weighing it against the other powder-first brands, our roundup of brands like Bloom Nutrition goes deeper on that comparison.

10. Moon Juice

Moon Juice started in 2011 as a juice shop in Venice, California, founded by Amanda Chantal Bacon, and grew into an adaptogen-led supplement brand. Magnesi-Om, its calming magnesium powder, is a good example of the dosing difference: 310mg of magnesium and 112mg of L-theanine per serving, in a two-ingredient formula.

Best for the stress and sleep shelf, which is where a lot of Olly shoppers started. It is premium, and it asks you to mix a drink rather than chew something, so it is not a like-for-like swap.

11. Herbaland

Herbaland proves the sugar is a choice rather than a constraint. It is Canada's largest nutritional gummy manufacturer, making more than 70 million gummies a year at its own facility in Richmond, British Columbia, with a sugar-free vegan range and 100% compostable packaging.

Best for anyone who genuinely likes the gummy ritual and only wants the sugar out. It is also a Certified B Corporation, which is rare in the category and worth something if you care where your supplements are made.

12. Ritual

Ritual is the clean break from gummies. Its Made Traceable approach names the supplier behind each ingredient, the multivitamins are USP Verified and Non-GMO Project Verified, and the delayed-release capsules are designed to dissolve in the small intestine. Ritual also published a peer-reviewed clinical study on Essential for Women 18+ reporting vitamin D up 43% and omega-3 DHA up 41% after twelve weeks against placebo.

Best for people who decided the format was the problem all along. If Ritual itself is not quite right, we compared it against eleven others in our guide to Ritual alternatives.

How to choose a brand like Olly

The fastest way through this list is to name the thing that annoyed you.

You want the same price, without the sugar. Goli or Herbaland. Both sit in Olly's price band, both have sugar-free formulas, and neither asks you to change your routine.

You want the gummy, but built from real food. Grüns if you want the biggest version of that idea, First Day if it is for a kid.

You want proof someone tested it. SmartyPants for gummies, Ritual for capsules. Both publish what they verified rather than gesturing at quality.

You came for one thing, not a multi. Lemme for targeted gummies, Moon Juice if the thing was stress or sleep. HUM if you want a dietitian to pick for you.

It is for your kids. Hiya if you want the sugar gone entirely, First Day if the gummy format is non-negotiable.

You are done with gummies. MaryRuth Organics if pills are the issue, Bloom Nutrition if you would rather drink it, Ritual if you want clinical dosing. Our best multivitamin brands roundup covers the capsule side in more detail, and the wider best DTC supplement brands guide maps the whole category if you are still exploring.

One last thing worth saying out loud: a gummy multivitamin is a lighter formula by design. There is only so much you can fit in something that has to taste good and hold its shape. That is not a scandal, it is a trade, and it is worth knowing which side of it you want to be on.

Frequently asked questions

Who owns Olly?

Unilever. It announced the acquisition of Olly Nutrition on 18 April 2019 and completed it on 21 May 2019. Olly was co-founded in 2014 by Eric Ryan, who also co-founded the cleaning brand Method.

How much sugar is in Olly gummies?

Most Olly gummies carry one to two grams of added sugar each, so a typical two-gummy serving lands at two to four grams. Olly's own help centre compares that to eating a handful of raisins. Whether it matters depends on how much sugar the rest of your day already has in it.

Is there a gummy vitamin with no added sugar?

Yes, several. Goli's flagship has been reformulated to zero sugar, Herbaland's range is sugar-free, and Hiya's kids' chewable uses monk fruit and mannitol instead of sugar. Sugar-free gummies generally lean on monk fruit, stevia or sugar alcohols for sweetness.

Are gummy vitamins as effective as capsules?

Not usually, at the same size. A gummy has to devote most of its volume to the base, flavour and sweetener, so it holds fewer nutrients than a capsule of similar size, and gummy formulas tend to run lighter on doses. The counterargument is real though: the vitamin you actually take beats the one you skip.

What brand is closest to Olly on price?

Goli and Herbaland. Goli runs around $19 a bottle, roughly 32 cents a gummy, which sits right alongside Olly's rough 28 to 48 cents. HUM and Moon Juice are noticeably more expensive.

What should I give my kids instead of Olly Kids?

Hiya if you want zero added sugar and a chewable that does not read as candy, or First Day if your child will only accept a gummy and you want the ingredients to be recognisable. SmartyPants sits in between, with disclosed sugar and third-party testing.

Do any of these brands do third-party testing?

Several do, and they say so in different ways. SmartyPants and HUM are both third-party tested and Clean Label Project certified, Ritual is USP Verified and Non-GMO Project Verified, and Herbaland is a Certified B Corporation. Testing claims are worth checking on the product page you are actually buying from, since certifications often apply to specific products rather than a whole range.