Coon cheese's Slogans & Taglines

COON was an Australian trademark of cheddar cheese produced by the Warrnambool Cheese and Butter company, with a history stretching back to the 1930s. The brand originated in 1933 when the Kraft Walker Cheese Company launched a red wax-covered cheddar called "Red Coon," named after American cheesemaker Edward William Coon, who patented a unique cheese maturation process in 1926. The cheese became a staple in Australian households, known locally as "tasty" cheese. In 1997, the brand was acquired by Dairy Farmers, and later became part of Warrnambool Cheese and Butter, which was majority-acquired by Canadian dairy giant Saputo in 2017. After decades of debate over the racial connotations of the name—which is also a derogatory slur—the company underwent a significant rebranding. In January 2021, Saputo announced that the brand would be renamed Cheer Cheese, with the new name rolling out in July 2021. The company stated that the change was chosen to signify happiness and to align with contemporary values of inclusivity and respect. Today, as Cheer Cheese, the product remains one of Australia's most recognised cheddar cheeses, a symbol of evolving brand responsibility and the enduring belief that heritage can be honoured while embracing positive change.