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An iconic cheese company has announced today that they will be officially changing their brand name, after an overwhelming call for change surrounding its racist connotations.

We are living in the era of change.

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The Black Lives Matter movement is gaining traction like never before, with millions of people having protested racial injustice and equality over the last few months.

Racially-motivated police brutality has been happening for centuries now...

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But the horrifying death of George Floyd sparked an outrage like never before.

But, remarkably, these protests have been working.

The Black Lives Matter movement has been dominating global headlines, and it has completely taken over social media.

It has also taken over our streets...

For instance, a group of people painted large yellow letters saying "Black Lives Matter" down two blocks of 16th Street in D.C - a two-lane road that coincidentally leads to the White House.

Companies, brands, and musical groups have been changing their names amid the movement, too.

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Remember when the Dixie Chicks announced that they would be dropping "Dixie" from their name as a result of the racist connotations surrounding the word?

And now, a cheese company has followed suit...

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After years of calls for a much-needed name change.

The infamous cheese company was recently catapulted into the spotlight...

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After a customer shared the issues surrounding their problematic brand name amid the Black Lives Matter protests.

Why?

Well, their name just so happens to be a slur that has been used to oppress minority groups for decades.

But the reasons for the brand's name didn't actually start with racist intentions.

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The company's name was actually kept in homage to its creator; a man from Philadelphia,  Edward William Coon, who discovered a groundbreaking method to make cheese more flavourful while avoiding “rind rot", which often spoiled cheeses over time.

But a viral post sent the debate into a wild frenzy.

The Australian brand, which was named "Coon", was thrust into the spotlight after its name lines up with a slur used to degrade Aboriginal people.

The historical roots of the word are blatantly negative...

But others have been arguing that it was named after a man as opposed to those roots.

Twitter user Josh Thomas asked: "Hey Australia - are we still chill with this?"

Responses flooded in as the post went viral in a matter of days.

Some users agreed that it should be changed.

Lots of Aboriginal people commented on how the word is used to taunt them and make their lives a living hell.

And even people who migrated to the country were left speechless...

Words change and evolve, so brands should too.

But others thought of it as a step too far...

And, of course, these people were quickly called out for their poor defense.

However, Saputo, Coon Cheese's Canadian sister-company, has evidently been moved by the backlash...

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Because, today, they announced that they will finally be retiring their brand name.

Saputo has responded to the request to change the name, releasing a statement that will be changing things from now on.

In a statement, CEO, Lino Saputo Jr, said: "We performed a careful and diligent review of this sensitive situation."

Saputo Jr acknowledged that some people are still connected to the historical roots to the name...

"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 recognize the origin of its founder, Edward William Coon, which they feel connected to."

But, evidently, these sentimental roots were not enough.

He continued: "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."

A new brand name is yet to be decided...

But, already, people are very excited about a new era of racially appropriate cheese names. For more on the rebirth of problematic brand names, keep scrolling to read about the whole Aunt Jemima fiasco...