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That Takes The Biscuit

Coles Creole Creams Creole creams removed from shelves.

A biscuit is to be taken off Australian supermarket shelves after campaigners complained the product name was racist but its creators Coles, insist the move is part of a brand overhaul rather than a response to accusations of bigotry. The biscuits named Creole Creams are chocolate biscuits with white cream filling, similar to the popular US cookie Oreos.

Creole is a word used for mixed-race people — usually
of mixed European and black descent — a language and it also describes cuisine from the US state of Louisiana.

Coles spokesman Jim Cooper said, 'The biscuits in question were named in reference to the well-known Creole cuisine style that originated in the US,' he said. 'It was certainly not intended as a racial reference, nor intended to cause offence and we’ve not had any complaints about the name in the three years the product has been on our shelves.'

The renaming process is already in the pipeline with thousands of products being rebadged as part of the overhaul.

The response to the claims of racism have been mixed with some in the blogosphere claiming that it is political correctness gone mad. 'Racism in a biscuit... now I've seen everything,' wrote one person on Twitter. Another called for other sweets to be banned: 'Creole Creams are racist, I say Redskins, Chicos and Eskimo Pies are too.'

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