Company backs down over 'racist' biscuits

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Last updated 13:25 27/10/2009

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Australian supermarket giant Coles will change the name of an in-house brand of biscuits, amid claims it is racist.

Coles Spokesman Jim Cooper said the name of the You'll Love Coles brand of chocolate and vanilla biscuits, called Creole Creams, will be changed as part of the company-wide rebranding of Coles products.

The name change comes on the back of claims of racism, with the word Creole used to describe a person of mixed European and African ancestry.

"The word Creole comes from a period when people's humanity was measured by the amount of white blood they had in their bloodstream.

"This is the same kind of thought that underpinned horrific regimes like the Nazis," Sam Watson, the deputy director of the Aboriginal and Torres Strait Islander Studies Unit at the University of Queensland, told brisbanetimes.com.au yesterday.

But Mr Cooper today disputed the racist claims and said the name Creole Creams referred to the "well-known Creole cuisine style that originated in the US.''

"The biscuits in question were named in reference to the well-known Creole cuisine style that originated in the US. It was certainly not intended as a racial reference, nor intended to cause offence," Mr Cooper said this morning.

He said the product had been stocked on Coles' shelves for three years and the company had never received a complaint.

However, he said the name would be changed as part of a rebranding exercise.
 
"That said, the product is about to undergo a packaging redesign, as part of our broader re-branding of You'll Love Coles products to simply Coles, and the product will be re-named as part of that process."

Opinion on the naming of the biscuits Creole Creams has been divided, with some internet blog posters and radio talkback callers unaware of its racial meaning.

Mr Watson said yesterday the use of a racially-loaded word for a chocolate and vanilla biscuit was thoughtless.

"People need to exercise their intellect. This so-called blending was actually the institutionalised rape of black women. They were victims of brutal regimes of rape and victimisation."

Mr Watson described the biscuit name as deeply insensitive and indicative of a "deep undercurrent of racism in white Australian society".

"It virtually infects every level of Australia's consciousness, language, culture and history," he said.

"Why the need to use that sort of language to market a confectionery?"

Creole cuisine is a style of spicy cooking originating in Louisiana.

It combines influences from Europe, Africa, North and Latin America, and India, and is known for dishes such as Jambalaya, Gumbo, and Pecan pie.

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Coles' Creole Cream is a chocolate and vanilla biscuit similar to Oreos.

It is not the first time a food name has sparked rows.

Eskimo lollies caused controversy in New Zealand this year, when a Canadian tourist objected to the name.

In the mid-1990s Arnott's renamed its controversial Golliwog biscuits Scalliwags before finally discontinuing the line of biscuits altogether.

In Europe, chocolate and marshmallow biscuits produced by the Dutch biscuit maker Van der Breggen were still marketed as Nigger Kisses as late as 2006, when they were finally rebranded as Buys Kisses.

In 1995 Fyna Foods' changed their cigarette-imitating lollies, called Fags, removing the lollies' red tips so they did not look like cigarettes and then renaming them Fads.

89 comments
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Nat   #89   06:57 pm Oct 29 2009

Back to the article,

Sam clearly has either miscommunicated his feelings or is ignorant for associating Creole with the spawn of rapists. Yes the slave owners took advantage, but so did the black slave owner of his black slave, and the white slave owner to his white slave. There is no need to associate Creole with rape, unless we establish every other cultures' enslavement history.

Coles should NOT change the buiscuit's name. Creole Creams is quite appropriate, and absolutely politicaly correct.

I am infuriated by Sam's comment, and saddened that Coles is no longer calling the buiscuit Creole Creams because of Sam's statement.

I am Creole, I was born and raised in a Creole nation. My blood is mixed, and people tell me everyday that I am beautiful. None of my ancestors were rapists. My family tree is very well researched. Where I come from, children are made by women and men. People are people. The skin colour preference is a matter of the initial physical attraction component to dating, and has nothing to do with our assumption of the person's personality. Our children are happy, and we are bright and healthy.

Sam, I suggest, should retract his comment. Coles should do what it right and not acknowledge Sam's claim that a whole culture should be left unappreciated.

Dee   #88   01:05 pm Oct 29 2009

Are we still allowed to dunk our biscuits in a cup of black tea? Or is the correct term "milk deficiant tea" ? Get real people it's just a bicky.

Hansel   #87   03:20 am Oct 29 2009

This is political correctness gone mad. Creole isnt just associated with the United States. In the Indian Ocean, Seychelles, Mauritius and Reunion , it is a badge of pride. There are creole biscuits too here( yes, its white and black!).As a creole, ive eaten this and never one thought it was racist. wierd world.

Mike   #86   01:52 pm Oct 28 2009

Oh yeah, plenty of racism in NZ. You only have to leave it to realise it. Of course, when you're in the UK you'll get it from visiting kiwis (mostly the older ones).

Aussies are worse though. Just last year Queensland league or AFL was going to erect a statue to an old player nicknamed 'N* gger' and calling him just that. The club president didn't know what was wrong with it as 'that was his nickname'. Plenty of people here think along those lines by endorsing it. Change the name & move on.

Amy0012   #85   12:38 pm Oct 28 2009

So ridiculous.

(1) Words, like so many other things in society, adapt and change according to the passage of history. I have never ever heard that Creole is derogatory, and I have to say that I am fairly well educated in US history. Just because a word originates with one meaning, doesn't necessarily mean it will always be so.

(2) Some derogatory names originate from the nature of products rather than the other way around. For example, in the States I believe it used to be fairly common to call "black" people who acted "white" Oreos (ie, black on the outside, white on the inside - commonly used to insult black people who spent more time with white people or were upwardly mobile). I hardly think the people that make Oreos should have been forced to change the name just because some foolish people used their brand name as an insult.

Seems to me Mr Watson is guilty of using a product in a racist manner, as with the Oreos.

Gary   #84   10:37 am Oct 28 2009

Lisa McWillaims, I suggest you have a look around and see the type of racsim that actually DOES happen both in NZ and Australia. I have heard two of the most racially offensive jokes right here in NZ, at a function where thought the jokes hilarious! The Aussies are no better - just look at the recent troubles with the Indian community

Gary   #83   10:31 am Oct 28 2009

Can someone please explain why anything these days that is considered offensive has the "Nazi" tag attached...? What the heck has Creole biscuits go to do with Nazism..? Sam Watosn needs to get his head out of his rear end and get a life. At this rate, we are going to be banning a multitude of things...Afghans, NZAC's etc.

Heavens above people, this PC garbage has gone far enough - time to put a stop to it

Loweded Wookie   #82   10:21 am Oct 28 2009

I agree with Mike74 @69.

Only a ginger can call another ginger "ginger".

jj   #81   09:25 am Oct 28 2009

Sam Watson you'll find this funny. In my 20 month old's music class we sing Baa Baa Black Sheep, but we immediately follow it with a version that has a white sheep, and a little girl down the lane. PC is everywhere!

Sam Waston   #80   07:44 am Oct 28 2009

Namby pamby PC types should stay at home and not bother the rest of us. Bet he never sings baa baa black sheep to his kids either, in case it offends.


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