The makers of Coon Cheese have finally decided to rebrand their company after a series of racism claims. From now on, Coon will be known as ‘Cheer Cheese’ and the company will also change the design of its product packages and its logo.

The dairy product bowed to public pressure, and the critics claimed that the company’s name had racist connotations.

Although the 85-year-old company was named after American cheese pioneer Edward William Coon, the term is also used as a racist slur against people of color.

Saputo Dairy Australia, the parent company of Coon Cheese, has announced the change on Tuesday.

Saputo’s chief executive Lino A. Saputo said:

“The name Cheer has the significance of pleasure and joy. We took some time to think about this, we wanted to do the proper due diligence and consulted with different focus groups and we narrowed it down to three to five names and resoundingly consumers thought this was the right reflection of what we’re bringing for families.”

The company has started thinking about rebranding as Black Lives Matter made its way around the globe. The company added:

“At Saputo, one of our basic principles as an organization is to treat people with respect and without discrimination and we will not condone behavior that goes against this.”

While some praised this decision, others criticized it, being outraged by the rebrand.

One outraged person commented: “Absolutely bulls*t. I won’t ever call it that.”

“How ridiculous. It may well be a racist slur, but was the gentleman’s surname. Cheer cheese? I mean, really?” one woman wrote.

Whatever the people’s reactions may be, the company will now have a new name.


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