First Day is now part of Cubbie Club

The vitamin negotiation happens at 7:12 a.m., between the shoe that is missing and the water bottle that is leaking, and it only works if the gummy is one they actually want. First Day built its whole company on that gummy. As of this week First Day is an official Cubbie Club partner, and members unlock the First Day offer at firstday.com.

The No Junk multi, and the people behind it

First Day was founded by Alice Li, with her co-founder Andy, and is based in Austin. Her reason is personal: her grandparents lived through food scarcity in the 1950s and gave up their own health to feed their children, and she started the company, in her words, so that no other family has to pass nutritional trauma to the next generation. The product that came out of that is a daily multivitamin gummy built on organic fruits and vegetables rather than a sugar coating: two gummies carry 9 essential nutrients and a blend of 21 organic superfoods, with no artificial colors, no artificial flavors, no fillers, and what First Day says is up to 75% less sugar than many children’s vitamins.

The details parents check are there. The gummies are free from the top nine allergens, vegan and non-GMO, and First Day says every batch is tested for potency, purity, heavy metals and pesticides. There is a 45-day money-back guarantee, which for a product that has to pass a four-year-old’s taste test is the clause that matters.

What is new

The newest bottle on the shelf is the Kids’ 3-in-1 Pre+ Post+ Probiotic, published September 1: a kiwi-flavored gummy for ages 4 and up that combines a prebiotic, a probiotic and a postbiotic in one, aimed at gut health and immunity, $49 for a 25-day supply. It pairs with the multi in the Kids’ Ready For School bundle at $88, and there are Teens and Women’s versions of the same 3-in-1 for the rest of the house.

Around the multi, the range now covers each stage: a Toddler multi for ages 2 and 3, the Kids’ multi for 4 to 12, a Teens multi for 13 to 17, a Daily Focus gummy for school days and a strawberry Nighttime Reset Magnesium gummy with no melatonin, for the bedtime that has stopped working. Every formula ships in the same stackable jar, which is the kind of detail you notice on the second month.

The offer, and who should use it

Cubbie Club members unlock the First Day offer at firstday.com. The Kids’ multi lists at $46.42 for 30 servings and is cheaper on subscription, so the smart first order is one bottle of the multi to run the taste test, then the subscription if it passes. If you are already a First Day house, the probiotic is the add. Cubbie Club earns a commission on purchases made through the offer, which is how the membership stays free.

First Day is in the club. See the First Day offer →