Coon Cheese recently announced it would be rebranding in order not to offend anyone.
While the name has always been based on Edward William Coon, who invented a specific type of cheese production process called 'cooning', there was concern that the word was linked to a racial slur.
The campaign to change the name was being headed up by Dr Stephen Hagan, who sent several emails to the head company in Canada.
Advert
Now that Coon Cheese has agreed to be rebranded, the Indigenous activist has now set his sights on Paul's Smarter White Milk.
Speaking to Daily Mail Australia, Dr Hagan says he's heard from loads of people in the community that they find the phrase off putting and offensive.
"I recall having conversations with people who don't buy that because of the connotation 'white people are smart'," he said. "A lot of people have raised it with me: they asked the question about the Smarter White milk - 'Why couldn't it just be Smarter Milk? Why does it need to put the 'white' in there?
Advert
"If enough people want to bring it to my attention, I'm happy to write a letter to the owners of Pauls and say, 'Look, will you consider changing the name?'"
Paul's has been selling the type of milk since 2002. It's been featured in loads of commercials and the company didn't have a comment to make about concerns surrounding the name when approached.
Dr Hagan says it's a real stickler for some people when they hop into a grocery store and see the words 'smarter white'.
"There's a lot of Aboriginal people who take offence, who don't drink that milk because of the interference that it's 'smarter white'," he told Daily Mail Australia.
Advert
After Coon Cheese announced it would be changing its name, after 85 years no less, it wouldn't be surprising if Paul's went the same way.
At the height of the Black Lives Matter movement in Australia, many pointed out that the word c*** is incredibly racist and problematic and demanded the cheese company change it. People on the other side of the argument hit back saying the word has nothing to do with why the cheese was called what it is today.
Saputo CEO Lino Saputo Jr responded to the backlash and said the company completed a review of the issue.
He said: "We wanted to ensure we listened to all the concerns surrounding the COON brand name, while also considering comments from consumers who cherish the brand and recognise the origin of its founder Edward William Coon, which they feel connected to.
Advert
"After thorough consideration, Saputo has decided to retire the COON brand name. As part of this process of transformation, we commit to keep our stakeholders informed as we move forward.
"At this time, we are working to develop a new brand name that will honour the brand affinity felt by our valued consumers while aligning with current attitudes and perspectives."
Featured Image Credit: SBS