THE MAKERS of Coon Cheese have announced the product will be known as CHEER Cheese from July, following a six-month deliberation on the name change.
While named after American cheese processor Edward William Coon, in July last year Saputo decided to move away from the name due to its racist connotations.
Saputo chair and chief executive officer Lino Saputo said the decision to change the name of the much-loved cheese brand reinforced the company's commitment to building a culture of acceptance, inclusion and respect.
"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," he said.
Saputo Dairy Australia commercial director Cam Bruce said CHEER Cheese would be a cheese for everyone and hoped that existing and new customers would embrace the new name.
"We want to stay true to the brand values," he said.
"CHEER Cheese enriches everyday moments, with our signature taste that brightens your morning, noon or night. 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."
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