Story
The Cowell's Story
“Pavlova was something everybody had on special occasions, especially family occasions. Our product made it easy.” Ron Cowell
In 1949, Ron and Audrey Cowell left the United Kingdom and made Dunedin their home for life. “We never wanted to live elsewhere.” Fourteen years later, in 1963, they opened Cowell’s Coffee Shop at 119 Stuart Street, and one dessert captured everyone’s attention.
Their pavlova, perfected from family tradition, became the talk of Dunedin. By 1973, demand had grown so far beyond the coffee shop that Ron and Audrey opened a dedicated pavlova kitchen on Bath Street. In 1976 they moved to Vire Street, where Cowell’s is still made today.
Through the late 1970s and early 1980s, Cowell’s expanded to Christchurch, Wellington, Hamilton and Auckland with the same legendary recipe, baked under license across all of Aotearoa. Today all operations are unified under Cowell’s Limited in Dunedin, the city where it all began.
Audrey Cowell lived to over 100 years old, overseeing the business she and Ron built for decades. Her recipe lives on in every pavlova we bake with an unmistakable crisp shell, soft marshmallow centre, and holds a place at the heart of every celebration.
A Legacy in the Making
What began as a small family venture has grown into a nationwide tradition with every milestone shaped by dedication, craftsmanship, and a love for bringing people together.
1963
Ron and Audrey Cowell open the first Cowell's Coffee Shop on Stuart Street in Dunedin. The crafting of the Cowell's Pavlova recipe begins.
1973
Given the huge demand Ron and Audrey open a dedicated pavlova kitchen on Bath Street in Dunedin. Nationwide franchises follow.
1998
The Dunedin franchise purchases back the Christchurch franchise and starts supplying the entire South Island.
2014
The Dunedin franchise then purchases back the Auckland, Hamilton and Wellington franchises. Cowell's production is returned home to Dunedin, then distributed nationwide.
2026
Still crafted in Dunedin with the same recipe. Cowell's Pavlova is found in all New Zealand supermarkets and everywhere else in between.
Story
The Name Behind the Dessert
The pavlova was named after Anna Pavlova, one of the most celebrated ballet dancers of the early 20th century. Born in St. Petersburg in 1881, she captivated audiences worldwide with her ethereal grace, most famously in The Dying Swan.
Anna's company arrived on the RMS Niagara in late May, 1926 with the tour ending in late July. Backed by a 50-strong dance troupe and 22-member orchestra, Pavlova performed 38 shows in 39 days across Auckland, Whanganui, Hastings, Napier, Palmerston North, Wellington, Christchurch, Timaru and of course Dunedin. New Zealand's home of the pavlova.
When Anna Pavlova was touring New Zealand a Wellington chef created a dessert in her honour, light, delicate and white, replicating the soft layers of her tutu.
The rest, as they say, is history.