Coon rebrands to Cheer Cheese following backlash over 'racist' name

Paige Murphy
By Paige Murphy | 13 January 2021

Saputo Dairy Australia has rebranded Coon Cheese to Cheer Cheese following backlash over the name.

It is the latest brand to change its name amid debates online over Coon having racist connotations.

Saputo says the name change follows a "careful and diligent" review to honour the brand-affinity felt by consumers while aligning with current attitudes and perspectives.

“Treating people with respect and without discrimination is one of our basic principles and it is imperative that we continue to uphold this in everything we do," Saputo chair and CEO Lino A. Saputo says.

“Our decision to change the name of Australia’s much-loved cheese reinforces this commitment to build a culture of acceptance, inclusion and respect where everyone feels a sense of belonging.”

Saputo Dairy Australia commercial director Cam Bruce says the new name highlights that the cheese is for everyone.

“We want to stay true to the brand values. Cheer Cheese enriches everyday moments, with our signature taste that brightens your morning, noon or night," Bruce says.

"Cheer Cheese fits into every part of your day and brings that extra little bit of happiness. Whether it’s a sliced snack, a part of your family’s dinner time favourite or a melty midnight toastie.

“Cheer Cheese is the same recipe that millions have come to love, and will continue to grow up with, for generations to come. We remain committed to our Australian farmers who continue to produce the high-quality milk that goes into all of our products, including Cheer Cheese.”

Cheer Cheese will appear on supermarket shelves nationwide from July 2021.

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