Coon cheese to be known as 'Cheer' cheese

Coon cheese to be known as 'Cheer' cheese”

Cheer Cheese, as its now called, was founded in 1935 under the brand name "Coon Cheese", said to be an homage to Edward William Coon, an American who patented a process for cheese maturation.

The company announced plans to ditch the name six months ago writing "After thorough consideration, Saputo has chose to retire the Coon brand name".

"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", said Lino A Saputo, Saputo Inc's chair and chief executive officer in a statement.

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

Several big brands, such as Quaker Oats' Aunt Jemima and Mars-owned Uncle Ben's, also announced previous year they would change or retire branding that was considered racially offensive. These increasing concerns came firmly into the spotlight in 2020 as part of the #blacklivesmatter movement and the rising number of protests and riots internationally against racial prejudice.

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Allen's also announced changes to the popular Red Skins and Chicos lollies which will be renamed as Red Ripper and Cheekies.

In Australia, Nestlé has rebranded its Red Skins and Chicos candies, saying that their names were out of step with the company's values.

The new packaging for those products is due to appear in shops from early next year.

A year ago the company said it chose to retire the long standing name as the Black Lives Matter movement made its way around the globe. "We want to stay true to the brand values".

The newly-named Cheer cheese will hit supermarket shelves in July. "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", he said.

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