Cooee Native Superfoods brings Indigenous cookies to Qantas

Cooee Native Superfoods will see its signature cookies served on Qantas domestic flights in a new deal set to introduce Indigenous flavours to airline passengers nationwide.

The company, founded by Wiradjuri entrepreneur Terri-Ann "Tezzi" Daniel, has grown from small kitchen experiments with gluten-free baking to a multimillion-dollar business with products stocked in national supermarket chains and specialty retailers. Cooee's allergen-friendly range, which includes cookies, popcorn and pet treats, features native Australian botanicals and is produced with inclusivity in mind.

Growth and reach

Cooee Native Superfoods' products are now available in hundreds of outlets across Australia, including over 600 Ampol Foodary stores, more than 100 Woolworths Metro locations, IGA stores, and Spar QLD. The brand is also set to expand its reach further through national family pack product launches with Metcash. Each month, the company produces over 90,000 cookies at a peanut-free facility in Melbourne, ensuring allergen safety for consumers.

The product line includes cookies in six native flavours such as choc chip and wattleseed, chai and Kakadu plum, and white choc strawberry gum. The Miyagan Collection, inspired by the Wiradjuri word for family, features options like Nan's Jam Drop made with Davidson plum and Jude's Vanilla Cream using finger lime. The range has expanded to include caramel wattleseed popcorn and sweet and salty strawberry gum popcorn, as well as a pet food and treat line, Bunji, now available in Bunnings.

Qantas partnership

Starting from mid-October, Cooee's Nan's Jam Drop cookie, which is infused with native Davidson plum, will be served on all Qantas flights departing Perth, before being rolled out nationally on a rotating six-week catering cycle. Over the next year, more than half a million cookies are expected to be distributed to Qantas passengers, offering a taste of Australian native ingredients at altitude.

"Our cookies were created for inclusivity. With family members who were coeliac, lactose-intolerant and vegan, I wanted to make something everyone could enjoy. To see that idea now flying with Qantas is extraordinary," Ms Daniel said.

Terri-Ann Daniel said the new partnership with Qantas is personal and reflective of her upbringing and family traditions. She credits her grandmother's influence and recipes as central to Cooee's identity.

"I grew up learning to cook beside my grandmother, who taught me the joy of making jam drops. Those early lessons shaped everything we do at Cooee, and it is surreal to now see those flavours carried by Qantas across the country and the world."

Focus on inclusivity

Tezzi Daniel's move to start Cooee came from her experience as a mother to seven children, including triplets with food allergies. What began as weekly experiments with a budget of just AUD $17.90 led to the development of a bestselling cookie recipe and, eventually, national distribution.

Cooee's approach to allergen-friendly foods has resonated with families dealing with dietary restrictions. Daniel's vision was to address the needs of people who are too often excluded from food experiences due to allergies or dietary requirements. The company features native Australian ingredients such as wattleseed, Kakadu plum, muntries, finger lime, and Davidson plum across its product range.

"Everyone deserves to share beautiful food together. For too long, people with allergies were pushed to the corner with a bowl of fruit. I want Cooee to break down those walls and create an inclusive food culture where no one is left out," Tezzi said.

Investment and advisory support

Cooee Native Superfoods has attracted financial support from sectors ranging from corporate investors to grassroots campaigns. Ochre Ventures has invested AUD $1.5 million to support the company's expansion and acquisitions. Early recognition came from a AUD $25,000 entrepreneur grant awarded by the Minderoo Foundation, and further capital was raised through crowdfunding, involving 80 individual investors.

"We've built Cooee with community support from the beginning, from local shoppers buying our first cookies to crowdfunding investors and now institutional backing. Every step has been about proving that inclusive food can also be great food," Tezzi said.

The company has also established an advisory board chaired by Anthony Owen and includes Hamish Thompson, a former Vice President of Mars, providing guidance based on extensive food industry experience.

Expansion and future plans

Cooee continues to grow both in its retail presence and product development. Plans for national expansion are underway, and the company's acquisition strategy includes the pending acquisition of Creative Native, broadening its footprint in food service. Terri-Ann Daniel also contributes to broader food industry initiatives as part of the Indigenous Business Taskforce, supporting representation at high levels of industry leadership.

Through its new partnership with Qantas and continued retail distribution, Cooee Native Superfoods aims to further its reach, sharing native Australian flavours and its inclusive approach to food with consumers both across the country and in the air.