These natural fruit-based soft chews serve as an ideal nutrient delivery system for children and are as delicious as they are nutritious. No artificial color, artificial flavors or high fructose corn syrup, just real wholesome goodness, fortified with a precise balance of vitamins and minerals, specifically chosen by Dr. Sears for optimal growth and development. All Natural Fruit Based Natural Fruit Flavor and Color. Natural Sour Berry Flavor ?C Kids Love It! Ideally, children should receive the vitamins and minerals they need for proper growth and development from a diet rich in ''Grow Foods'' (veggies, grains, fish, fruit, salads, and cereals). However, many children can be extremely picky when it comes to what they'll eat and this added to today's hectic lifestyles can make it difficult for you as a parent to consistently get your children to eat balanced meals packed with vitamins and minerals. The daily use of a high quality children's multivitamin supplement such as our Little Champions natural soft chews is a convenient way to avoid any nutrient shortfalls and provide additional nutritional insurance for your children's health. Little Champions is the first and only pediatrician-designed children's multivitamin to utilize ''Natural Fruit-Based Soft Chew Technology'' without the use of artificial colors or flavors ?C just real wholesome goodness. Each non-abrasive, non-gelatin soft chew is bursting with natural tart berry flavor that appeals to every child's sense of taste and enriched with the right balance of essential vitamins and minerals a growing child needs, at levels set forth by the Institute of Medicine.