Australia's controversial Coon Cheese announces new name Newshub 13/01/2021 Australia's 'Coon Cheese' has been renamed after critics called the brand name racist. Saputo Dairy Australia announced the brand's new name on Wednesday, and from July, the dairy products will be known as Cheer Cheese. The change follows a "careful and diligent" review to ensure the brand is "aligning with current attitudes and perspectives", the company says. "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," CEO Lino A. Saputo says. "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."