Our mission

To make breastfeeding an empowering, painless experience for mothers and babies worldwide.

Breastfeeding doesn’t have to be difficult or painful. With the correct products, support and guidance, we believe any mum and baby can learn to not just survive breastfeeding — but to thrive through it - and come out the other end stronger, healthier and with a deeper bond than ever before.


Made by a mum, for mums

Our founder, Jennelle, has firsthand experience dealing with the frustration and hopelessness that comes from not being able to breastfeed properly. We know how hard pregnancy and breastfeeding is. We get the struggle mums have to go through. We’ve lived it, learned from it and now we’re here to help support you through it. With our help, you too can be the hero of your own breastfeeding journey!

Mum holding dumbbells with baby and lactation protein smoothie with popart saying boost


Jennelle is a proud mother of four (including triplets) who knows the ins and outs of common breastfeeding problems — and has now come up with a suite of helpful products to make it easier for you.


Nothing makes you feel more defeated as a mother than not being able to breastfeed your baby. It’s a horrible, hopeless feeling - and we’re here to help get you back on track.


Being a mum is no easy task. You’ve got a million and one things to do, with barely enough time to make food for yourself. Our foods help you get a quick, tasty and affordable meal in, while leaving you feeling full and ready for breastfeeding.


When you’ve got kids, even simple trips to the shops can be a hassle. That’s why we provide quick and easy online shopping with national postage or local pickup in Canberra.


After years of helping countless happy customers, and continually refining our ingredients and recipes, we’ve been able to crack the code to making delicious snacks that support your breastfeeding journey.

Jennelle McAppion

Founder | SuperBoober


Hi — I’m Jennelle, mother of 4 and founder of Super Boober...

I always knew pregnancy and breastfeeding were hard. But I never expected it to be this hard.

When I gave birth to my triplet boys, I remember feeling completely overwhelmed and lost. Breastfeeding became more than a struggle — it was a nightmare. I had cracked & bleeding nipples, mastitis and low breastmilk supply.

I couldn’t feed my babies the way I wanted to. It made me feel ashamed, guilty and like I failed as a mum. When I fell pregnant with my daughter, I was determined to have a different experience - I needed to be her superhero.

That’s when I decided to develop my own lactation cookie. I wanted this cookie to be the ultimate sidekick — something that could support me through my breastfeeding journey. The goal was to bake cookies that could aid breastfeeding, but also taste delicious — and not break my teeth!

After countless hours of research and experimentation, I was able to bake the perfect lactation cookies.

But I knew with great milky power, comes great responsibility! So I decided to branch out into other lactation foods and products to help empower more Aussie mums during their breastfeeding journey.

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breastfeeding mum with baby pointing to discount signup