The Coca-Cola Company is to reorganise its North American business and create three specific units for its slew of brands.

Sandy Douglas, the president of the soft drinks giant's North American operations, said Coca-Cola Co. would set up units for its sparkling, still and emerging brands. The move comes as Coca-Cola Co. faces competition to focus more on a wider range of products as US consumers continue to demand healthier and more varied products.

Douglas said Brian Kelley, an automotive industry veteran, would head its still beverages unit and also be responsible for Coca-Cola Co.'s supply chain in North America.

The company has appointed Deryck van Rensburg as the man to oversee its emerging brands, including recent acquisition Fuze. Van Rensburg had led Coca-Cola Co.'s German and Nordic division before Coke decided to trim its management structure in Europe.

Douglas said the company would make an announcement on the person to lead its sparkling beverages unit, which he described as "the heart and soul" of the Coca-Cola Co. business, in due course.

The company has also named Katie Bayne as chief marketing officer for Coca-Cola North America. Bayne, who has been at the company for 17 years, will work with each of the three units and report directly to Douglas.