“Coon Cheese,” which has been sold in Australia for more than 80 years, will right now be known as “Cheer Cheese,” its supplier received a said Wednesday. The brand-new brand will roll out to Australian supermarkets in July.
Owner Saputo Dairy Australia bills itself as the country’s largest dairy processor. the idea made the decision to rebrand its cheese line last summer, joining various other major food companies in which were forced to revisit the titles of some of their most well-known products.
Several big brands, such as Quaker Oats’ Aunt Jemima along with Mars-owned Uncle Ben’s, also announced last year they would certainly change or retire branding in which was considered racially offensive.
For Saputo, “Coon” cheese had been the focus of criticism for decades. The company has insisted in which the brand name paid homage to its founder, Edward William Coon. yet the word can be also a deeply insulting racial slur directed at people of coloring.
The change came after more than two decades of campaigning by Indigenous activist Stephen Hagan, according to CNN affiliate 9News. Saputo called the decision an attempt to “eliminate racism” via its brand.
The brand-new name aims to align “with current attitudes along with perspectives,” the company said in a statement Wednesday.
“Cheer Cheese can be a cheese for everyone, along with we trust our valued consumers along with those who are brand-new to our products will embrace in which brand-new name,” Cam Bruce, the company’s commercial director, said inside the statement.
— CNN’s Amy Woodyatt contributed to in which report.