The Coon name will be retired after 85 years amid concerns over its racist connotations. Saputo, the dairy company that owns the cheese, will relaunch the product as Cheer in July after six months of deliberations over a new name. The name Cheer has the significance of pleasure and joy, Saputo s chief executive Lino Saputo said. It s nice when you take a picture you say cheese and when you give a toast you say cheers. We took some time to think about this, we wanted to do the proper due diligence and consulted with different focus groups and we narrowed it down to three to five names and resoundingly consumers thought this was the right reflection of what we re bringing for families.