We like our headline, but the one in The Wall Street Journal wasn’t bad either: “Investors Relishing Buffett’s bid for Heinz.” [WSJ articles are behind a firewall and you may be asked to pay to read them,]

The WSJ piece says, “Warren Buffett’s latest monster deal, to buy H.J. Heinz for $28 billion including debt, comes after the shares had risen in a pretty straight line over four years to an all-time high. And Berkshire Hathaway, alongside partner 3G Capital of Brazil, added a 20% premium for good measure.

“The buyers are paying up for an iconic brand and a strong record of expansion — with 30 consecutive quarters of organic revenue growth largely as a result of its growing emerging-markets presence. The deal values Heinz at 13.8 times trailing earnings before interest, taxes, depreciation and amortization. Campbell Soup, by comparison, trades at 10.8 times.”

The story also notes, “[E]merging markets drive between 80% and 100% of Heinz sales growth over the past five years, according to Stifel Nicolaus. Heinz got 21% of revenue from emerging markets in the fiscal year ended in April 2012 and is expected to get close to 30% of sales from those regions in the current fiscal year.”

Here’s an iconic Heinz commercial from 1979: