The Canadian owners of Coon cheese, Saputo, have announced that they will be dumping the Aussie dairy product’s name due to its racist connotations.

Aboriginal activist and author Dr. Stephen Hagan has been campaigning for more than 20 years to get the name changed, The Australian has reported. Dr. Hagan reached out to Saputo’s chief executive officer, Lino Saputo Jr, last month, and has just received a response confirming they would indeed be changing the name.

“We performed a careful and diligent review of this sensitive situation,’’ Saputo Jr said in the correspondence.

“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 recognise the origin of its founder Edward William Coon, which they feel connected to.

“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.

“At this time, we are working to develop a new brand name that will honour the brand-affinity felt by our valued consumers while aligning with current attitudes and perspectives.”

Australian manufacturers of Coon have maintained that the cheese was named after American innovator Edward William Coon, who patented the ripening process for the original product back in 1926.

Dr. Hagan, a traditional owner and former­ chairman of the Kullilli tribe of southwest Queensland, has argued that the name is deeply offensive to the First Nations people of Australia. “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 subjugate us as a race.’’

It’s not the only brand that has had to rethink its product name in recent months, with Allen’s announcing that it would be renaming its Red Skins and Chico lollies, following racist backlash.