Saputo Dairy Australia has revealed the new name for its Coon Cheese after announcing in July that the former name would be retired.

Named after its founder Edward William Coon, the brand has long drawn criticism for its racist connotations, with the word a known racial slur.

The new name for the popular brand is Cheer Cheese with rebranded packaging to be rolled out by July.

“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 Saputo Inc Chair and CEO, Lino A. Saputo.

“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.”

The recipe for Cheer Cheese will remain unchanged and the brand has said that it remains committed to the Australian farmers who will continue to produce the milk that goes into its products.

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