Manwich is all about the vegetables?

If I said Manwich, your first thought would likely be a drippy, beef-filled sloppy joe. ConAgra Foods hopes to change that through Manwich’s new advertising campaign, which focuses on the fact that each serving of the tomato-based sauce has a full serving of vegetables.

“The fact that Manwich has a full serving of

vegetables in each serving was something we were keeping to ourselves

and had never communicated to consumers before,” ConAgra representative Becky Niiya tells Media Daily.

The vegetables in Manwich are a secret just being revealed? That seems an odd bit of phrasing. Before now, was ConAgra concerned that Manwich eaters would be aghast to learn that there were vegetables in their meat sandwich? It’s also difficult to make an argument for vegetables when your main ingredient — tomato puree — is a fruit.