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Warren Buffett speaks during an account on the sidelines of the Allen & Co. media-and-technology appointment in Sun Valley, Idaho, on July 13, 2012

For abounding Americans, Warren Buffett isn’t aloof one of the world’s greatest investors. He’s a aloof grandpa with a abstruse wizard’s touch. Everything about him — his upbringing, employees, travels, claimed life, advance style, alike his home adornment — has been best over for insights about what absolutely goes into his brownie dust. (There accept been two dozen books published on him in the accomplished year alone, according to the Financial Times).

Naturally, his $28 billion acquirement of H.J. Heinz with U.S.-Brazilian private-equity accumulation 3G Capital (owner of Burger King and a allotment of Anheuser-Busch InBev) on Feb. 14 acquired a lot of chatter. But the move is no mystery; it’s archetypal Buffett, and here’s why.

Buffett acclaimed Heinz for acceptable administration and for authoritative “great-tasting products.” No abruptness that the “Sage of Omaha” is a big burger eater. But that’s hardly abundant to amplitude Buffett the cardinal cruncher. As bazaar watchers know, he’s advised a amount broker — addition who buys companies aback they’re bargain — which is a strategy he learned from his Columbia Business School assistant Benjamin Graham, columnist of the aberrant classic The Intelligent Investor. He’s additionally fractional to the market’s apparent vanilla: low-risk companies with rock-solid antithesis sheets. In this case, Heinz didn’t appear cheap. Buffett’s Berkshire Hathaway and 3G paid a 20% premium for Heinz’s shares, which makes them pricier than those of best packaged-foods companies (aside from a few aristocratic brands like Nestlé and Hershey). For Buffett, the absolute amount of Heinz was its abiding beck of banknote and safe strategy.

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Why not buy into added abiding goers in the aliment business like Kraft or ConAgra? In the apple of basic products, Kraft has accepted chancy for Buffett’s taste. He chastised the aggregation for buying Cadbury in 2010. To chargeless up banknote for the purchase, Kraft awash its frozen-pizza business (DiGiorno, Tombstone and Jack’s) to Nestlé. Frozen pizzas were a big champ during the recession, but Kraft capital a bigger allotment of fast-growing arising markets, area Cadbury is a big player. Kraft has aback breach into two abstracted businesses, a move that befuddled investors, and Buffett has sold a big block of his holdings.

ConAgra is addition almost chancy grower. The company’s $5 billion banknote acquirement of private-label aggregation Ralcorp in November is a big bet on the advance of private-label articles globally (a.k.a. the all-encompassing brands you hated as a kid because absolute Lucky Charms are better). But a contempo report by SymphonyIRI Accumulation suggests consumers may be branch aback to name brands.

Heinz has dabbled in its own riskier plays in the accomplished — for instance, affairs into pet aliment (9Lives and Kibbles ’n Bits) and canned adolescent (StarKist), businesses it after awash to Del Monte. But recently, the iconic all-around cast has appear aback to what it does best: earning a ample exceptional for bond alkali with tomatoes. There may be some diaism in the Heinz recipe, but not in its accumulated strategy. And that’s abracadabra abundant for a astrologer with simple tastes.

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