Nestlé brand Nature’s Bounty has launched a new supplement in Canada with a campaign by Fuse Create.

Targeting young Canadians, VitaBeans are vegetarian, non-GMO, and free of gelatin and artificial colours and flavours. “This is for young Canadians who are at the busiest times of their lives—balancing career growth, packed social calendars, and even starting their own families,” said Abimbola Rafuah, Nature’s Bounty’s senior marketing manager, in a release.

The “What Our Beans Are Full Of” campaign is running on social and digital to drive awareness and trial, with creative highlighting the beans’ functional attributes and health benefits, with simple messaging and a tone that is fun and colourful to match the colourful beans themselves.

“As a new product innovation, we needed to feature the product, but do so in a way that would appeal to our younger demo, and stand out within the digital and social media channels,” said Steve Miller, executive creative director at Fuse Create.