Coon cheese is renamed to Cheer after the century-old brand was deemed ‘racist’ to Aboriginals
The new name of Coon Cheese has unveiled in the wake of racism backlash.
The popular century-old brand will be known as Cheer Cheese from July, owner Saputo Dairy Australia confirmed on Tuesday morning.
The decision to ditch its traditional but controversial name last year follows the Black Lives Matter movement worldwide.
The owners announced its decision last year to ‘retire’ the name because of its historical use as a racist slur.
Aboriginal activists have spent the past 20 years lobbying to have the brand name changed as the word ‘coon’ is demeaning to people of colour.
Coon Cheese (pictured) will be known as Cheer Cheese from July
‘At Saputo, one of our basic principles as an organisation is to treat people with respect and without discrimination and we will not condone behaviour that goes against this,’ Saputo said after announcing its decision last July.
‘After thorough consideration, Saputo has decided to retire the Coon brand name.’
The much-loved dairy product got its original name from American pioneering cheese processor Edward William Coon, who died in 1934.
He patented a ‘ripening process’ that was used to manufacture the original product in the 1920s.
The rebranded Cheer Cheese will appear on supermarket shelves from July.
More to come.