Saputo says goodbye to Coon, hello to Cheer

A much loved cheese brand name with decidedly racist overtones has been dumped for a new name.

Saputo Dairy Australia announced today that it has renamed its venerable Coon brand to the new name of Cheer.

The company said the name change came after ‘careful and diligent review to honour the brand-affinity’ felt by consumers while ‘aligning with current attituded and perspectives’.

Saputo Inc CEO Lino Saputo said: “Treating people with respect and without discrimination is one of our basic principles.

“Our decision…reinforces this commitment to build a culture of acceptance, inclusion and respect where everyone feels a sense of belonging.”

Canadian owned Saputo has retained the same recipe for its Cheer brand, which will be available in supermarkets from July.

Picture: Saputo Dairy

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