In 2013, Naydenov became the general manager of Mondelez Bulgaria, after having previously been sales and marketing manager of Mondelez Bulgaria.
Mondelez Romania (former Kraft Foods Romania) entered the Romanian market in 1994, by the acquisition of Poiana Produse Zaharoase sweets plant in Brasov. In 2009, the company relocated production to Bulgaria.
The company’s portfolio includes brands such as Jacobs, Nova Brasilia, Milka, Barni, Poiana, belVita, Oreo and Tassimo.
In 2014, Mondelez reported revenue worth $34 billion.