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Coon rebrands as ‘Cheer’ cheese in the wake of racism claims

“We took some time to think about this. We wanted to do the proper due diligence and consulted with different focus groups, and we narrowed it down to three to five names, and resoundingly consumers thought this was the right reflection of what we’re bringing for families.”

Last year the company said it decided to retire the longstanding Coon name as the Black Lives Matter movement made its way around the globe.

“At Saputo, one of our basic principles as an organisation is to treat people with respect and without discrimination, and we will not condone behaviour that goes against this,” the company said in a statement.

While some praised the new name, there was an outpouring of criticism on social media shortly after the news was announced.

One person said: “Absolutely bulls..t. I won’t ever call it that.”