Bulgaria, a strong and important
business for Kraft
11 May 2012
An Amazing Brand Portfolio across the globe
• 12 brands with more than $1 billion in revenue
• 70+ brands with more than $100 million in revenue
• 40+ brands over 100 years old
• 80% revenue from #1 share positions
2
Fast Facts about Kraft worldwide
Approximately $54.4 billion in revenue
World’s #2 food company, #1 in North America
#1 in global confectionery and biscuits
Sales in 160+ countries, Operations in more than 70 countries
Approximately 140,000 employees
Donated more than one billion servings of food since 1997
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Figures are for the combined Kraft Foods and Cadbury businesses
A very strong portfolio in Bulgaria
Local Organization – Locations
Kraft Foods Bulgaria AD, a
subsidiary of Kraft Foods Inc.:
Svoge
Kostinbrod
• Revenue of BGN 210 million*
• Commercial unit in Sofia
• Chocolate plant in Svoge
• Coffee plant in Kostinbrod
• Approximately 1,000 employees
* Information for 2011.
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Sofia
Majority of products sourced locally
Coffee
Kostinbrod
94%
Nova Brazilia,
Jacobs R&G
6% Imports
(Banbury,Valasske,
Bremen)
Chocolate
Biscuits
Svoge
77%
Milka, Svoge, Suchard
23% Imports
(Loerrach, Kaunas, Poznan,
Bludenz, Bern)
0%
100% Imports
(Plonsk, Viana, Opava,
Lovosice)
Local Organization - Factories
Svoge Chocolate Plant
• 1905 – The chocolate factory established by Velizar
Peev in Sofia
• 1924 – The chocolate factory moved to Svoge due to
better economic and environmental conditions
• 1947 – Factory’s nationalization
• 1993 – Kraft Jacobs Suchard acquires the chocolate
factory in Svoge and starts business activity in
Bulgaria
• 2008 – Svoge Expansion Project
 Over 30 million USD investment only in the past 2 years
 Regional hub (local market, EAM, Ukraine, Romania, Greece,
Canada)
Kostinbrod Coffee Plant
• 1990 – The coffee factory “Orion” established in Sofia
• 1994 – The coffee factory moved to Kostinbrod
• 2001 – Kraft Foods Bulgaria acquires Nova Brasilia
coffee plant in Kostinbrod
• 2001-now – continuous investment, producing also for
Ukraine, Romania,
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What do we expect from Bulgaria?
• Continued
macroeconomic
stability
Trusted partner to business
• Predictability
• Transparency
• Change of mindset in
local municipal
government (win-win)
Better understanding of the
competitive environment we operate