An Australian politician has come out swinging against Coon Cheese's decision to rebrand as Cheer Cheese.
The company name came under renewed pressure to change during the Black Lives Matter movement in Australia last year.
Many were concerned the brandname was 'racist' and Saputo Dairy Australia agreed to switch things up after decades of keeping it as Coon Cheese.
Advert
Opinion was split on the subject and Nationals Senator Matt Canavan sarcastically suggested Saputo Dairy has solved the problem of racism.
The politician reckons Coon Cheese has 'ended racism forever', telling Sky News Australia: "We don't have to worry about this issue anymore, because Coon cheese has rebranded.
"So this great evil has been scrubbed from the earth and we'll never have to worry about racist conduct again, we'll all be fine."
Advert
Saputo Dairy Australia confirmed it will now be called Cheer Cheese yesterday (January 13) after a 'careful and diligent review of a sensitive situation'.
The company is hoping the new look name will usher in more inclusivity Down Under.
"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 company said in a statement.
"CHEER Cheese is a cheese for everyone, and we trust our valued consumers and those who are new to our products will embrace this new name."
Advert
The brand was named after American creator Edward William Coon, who patented a method for the fast maturation of cheese through high temperature and humidity, which has subsequently been dubbed Cooning.
Indigenous activist and author Stephen Hagan has been leading the campaign to have the name changed; arguing that while the word doesn't specifically relate to people of colour in this context, it's still disheartening to see the word plastered on products.
A correspondence between Hagan and Saputo has been published by News Corp, which said: "People of colour, especially First Nations people in Australia, are offended by that brand name in use in this country since November 1935, as it is a celebrated term used by our oppressors - many of which are found in government, corporate and civic leader ranks - to demean and subjugating us as a race."
Advert
It's not the first place to alter or change up its branding in the wake of the Black Lives Matter movement, with lollies and even some beer companies switching things up to ensure their name doesn't offend anyone.
Featured Image Credit: Sky NewsTopics: Australia