• C**n Cheese has been rebranded to 'Cheer Cheese'. (Supplied: Saputo Dairy Australia)Source: Supplied: Saputo Dairy Australia
Cheer Cheese will be on Australian supermarket shelves from July, with producers saying they want the product to be 'for all Australians.'
Keira Jenkins

13 Jan 2021 - 4:51 PM  UPDATED 13 Jan 2021 - 4:51 PM

Anti-racism campaigner Dr Stephen Hagan has been campaigning for more than 20 years to have an Australian cheese rebranded, and on Wednesday a new name for the dairy product was announced.

The cheese, formerly known as C**n Cheese, will now be known as Cheer Cheese.

Dr Hagan said he's glad the product has been renamed, but is disappointed it's taken so long.

"It's been 21 long years of wearing the full force of bigotry through Facebook, Twitter, and on the streets," he told NITV News.

"...I'm happy that the name change has come about. Do I like the word? It's not up to me, I'm not a consumer of the cheese, but anything but C**n Cheese.

"I've always wanted to get rid of the word that is a racial slur and I've done that, so In that regard I'm happy there's been a name change."

'For all Australians'

The producer of the cheese, Saputo Dairy Australia, announced the new name change and said the rebranded product would hit supermarket shelves in July.

Commercial director Cam Bruce said the new name is more inclusive for the product.

"We want CheerĀ Cheese to beĀ a cheese for all Australians, and we trust our valued consumers and those who are new to our products will embrace this new name and what we stand for." he said.

Dr Hagan said he is looking forward to the day he can go to the supermarket and not be greeted by the old item.

"I am disappointed that it [name change] isn't going to come about until July this year," he said.

"I've got seven more months of walking down that cool aisle where they have milk and cheese and all other products that need a low temperature and I'll have to put up with the visual ugliness of the cheese wrapped in blue, called c**n."

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