ATLANTA -- Coca-Cola Co. said that it is reorganizing its North American business to better reflect its strategic focus and creating three new business units for its sodas and other beverages as part of the change, according to a Reuters report, citing Beverage Digest.
The three business unitssparkling beverages, still beverages and emerging brandshave been created to define Coca-Cola's focus in the North American market, where it faces competition from rival PepsiCo and makers of healthier beverages such as juices.
In a note [image-nocss] to employees, Coke North America President Sandy Douglas said the new operating model has been designed "to transform our business and win in the marketplace."
Each business unit will be led by a president and general manager, and will be responsible for developing its own category and brand strategies, Douglas said.
Deryck Van Rensburg, previously head of Coke Germany, will lead the Emerging Brands business unit, which has been created to incubate small and emerging brands outside of the company's traditional business model. Coke's recent acquisition of Fuze, a line of nutrient-enhanced fruit and tea beverages, falls into this category, said the report.
The company did not announce a name for its sparkling beverages unit, which includes its more well-known sodas and energy drinks.
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