Coon Cheese announces rebrand after 85 years
The Australian food brand Coon Cheese will be renamed CHEER following mounting pressure to change the name due to racist connotations.
After more than eight decades on supermarket shelves, Coon Cheese will relaunch as 'CHEER' in July 2021.
The change comes after years of pressure on the dairy company to change its historical name connected with an offensive racial slur.
The cheddar was originally named after the American founder Edward William Coon.
"Treating people with respect and without discrimination is one of our basic principles and is is imperative that we continue to uphold this in everything we do," Chair and CEO of Saputo Inc., Lino A. Saputo, said in a statement.
Creative Director Cam Bruce reassured customers the recipe would go unchanged.
"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," he said.
"CHEER Cheese is a cheese for everyone and we trust our valued customers and those who are new to our product will embrace this new name."
The name has stirred controversy many times over recent years.
During last year's Black Lives Matter protests in July, the company announced it would be rebranding.
Six months of deliberations led to the name CHEER, with focus groups deciding the product was synonymous with happiness and joy.
The brand joins a growing list of companies and groups which have changed their branding to reflect non-racist values.
Last year, Quaker Foods announced a rebranding of Aunt Jemima's logo due to being based on a "racial stereotype".
Allen's also announced changes to the popular Red Skins and Chicos lollies which will be renamed as Red Ripper and Cheekies.
Uncle Ben's canned foods and Coco Pops are also being overhauled in light of the BLM movement.