Cott Corp., Toronto, announced plans to refocus the company on private label beverages.

David Gibbons, Cott’s interim CEO, is working with Cott’s senior management team and the board of directors in these efforts and has already begun to take actions to improve profitability.

The actions are the results of an intensive 60-day evaluation of all aspects of Cott’s business that Gibbons initiated, the company said. The actions will include combining some executive positions, which will result in the departure of the president of the North American business unit and the chief people officer. Cott also said it would be eliminating other positions throughout the organization.

Cott said that Gibbons believes the company diverted too much energy and too many resources away from its core retailer customers and toward branded initiatives during the past 18 months.

“We will change course, Gibbons said. “Through these efforts, we will continue to reposition Cott to play a greater role as a champion of private label.”

Cott already has refocused its marketing efforts on the needs and requests of its retailer partners.

“This will be our focus,” Gibbons said. “Our existing retail partners will drive our new product development.”