Publishedduration56 minutes agoshareSharenocloseShare pagelinkCopy linkAbout sharingimage copyrightGetty Imagesimage captionCoon Cheese is to rebranded in Australia to Cheer

Coon Cheese is to be rebranded in Australia to Cheer after a campaign by activists against the word's racist connotations.

The well-known brand, which has been around for more than 80 years, will disappear from shelves in July.

The cheese is owned by Canada's Saputo Dairy Australia which announced last year it would "retire" the name.

Coon is historically used as a racist slur, and Aboriginal groups have lobbied for its rebranding for decades.

It is one of a number of brands to face pressure to rebrand following last year's Black Lives Matter movement.

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"The name Cheer has the significance of pleasure and joy," said Saputo's chief executive Lino Saputo in a statement, adding that it spent more than six months deliberating over the new name.

The cheese got its original name from American pioneering cheese maker Edward William Coon who patented a ripening process in the 1920s.