• Business Week, Tuesday, September 2, 2008 11:45 AM

H.J. Heinz's hottest brand these days is a syrupy soy sauce called ABC that has tripled in size since the condiment maker acquired it in 1998. It is now the world's second-largest soy sauce -- next to Japanese brand Kikkoman -- and is also a recognized name in emerging markets, a category that accounts for 15% of Heinz's business.

The Asian label, which also includes a few side products like beverage syrup and chili sauce, saw a 44% increase in sales over last year. ABC's success illustrates why Heinz is now outpacing rivals like Kraft, Kellogg, and Campbell Soup in both sales growth and stock price. Heinz has launched 200 new products in the past year, and has aggressively pushed existing lines into new markets.

But ketchup is still pouring it on at Heinz. With more Americans eating at home and opting for French fries when they eat out, the $10 billion food company's flagship product had 8% sales growth worldwide in its first quarter ending Aug. 21.

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