{"id":18849,"date":"2025-12-12T11:03:56","date_gmt":"2025-12-12T18:03:56","guid":{"rendered":"https:\/\/footwearmagazine.com\/?p=18849"},"modified":"2025-12-12T11:03:56","modified_gmt":"2025-12-12T18:03:56","slug":"tennis-icon-novak-djokovic-helps-launch-cobs-new-gluten-free-sorghum-popcorn","status":"publish","type":"post","link":"https:\/\/footwearmagazine.com\/?p=18849","title":{"rendered":"Tennis Icon Novak Djokovic Helps Launch Cob\u2019s New Gluten-Free Sorghum Popcorn"},"content":{"rendered":"
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A new breed of craveable clean-label snacking hits the market with ancient grain sorghum at its core.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Cob<\/a> America’s newest better-for-you snack brand is redefining what popcorn can be by launching the first corn-free, gluten-free bite<\/a> made from nutrient-rich sorghum.<\/p>\n

The brand quickly grabs attention, not only for its innovative product but also for the involvement of tennis icon Novak Djokovic<\/a>, who joins as co-founder and lead investor.\u200b<\/p>\n

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\u201cEating gluten-free shouldn\u2019t mean sacrificing taste, texture, or nutrition,\u201d Djokovic<\/strong> shared in a press release. \u201cThat\u2019s why Cob resonates with me it represents everything I value in performance and wellness: thoughtful ingredients, amazing flavor, and real accessibility.\u201d<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n

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Born from Family Needs, Backed by Purposeful Investment<\/strong><\/h3>\n

Cob\u00a0was the brainchild of serial entrepreneur Jessica Davidoff<\/a>, who developed the concept after her son was diagnosed with a severe corn allergy, leading to years of doctor visits and ultimately the removal of over 1,800 corn derivatives from their diet.<\/p>\n

\u201c[Popcorn] was one of the hardest things to give up, so I started experimenting with alternatives and discovered sorghum, an ancient grain that pops beautifully and tastes even better,” Davidoff<\/strong> recalled. The result is a ‘popcorn’ experience, minus the corn, that delivers bold flavor, satisfying crunch, and advanced nutrition.\u200b<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Healthier, Friendlier, More Sustainable<\/strong><\/h3>\n

Cob’s product line launches in four flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy. Made without GMOs, fillers, additives, preservatives, or artificial ingredients, these snacks are also a win for parents of young children, thanks to their small size and kernel-free composition reducing choking risk and the hassle of kernels stuck in teeth.\u200b<\/p>\n

Sorghum, unlike corn, is drought-resistant, needed for regenerative agriculture, requires minimal irrigation, and packs more fiber and protein. It also acts as a resistant starch, supporting digestive health and naturally prolonging feelings of fullness.\u200b<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Disrupting the Snacking Aisle and Building Community<\/strong><\/h3>\n

Cob plans to go beyond popcorn, aiming to replace America<\/a>‘s dependence on corn-based processed foods with a suite of planet-friendly, craveworthy goodies spanning snacks and pantry staples.<\/p>\n

\u201cOur goal is to rid Americans of their dependence on corn by creating a universe of insanely delicious sorghum-based, gluten- and corn-free snack foods and pantry staples made the way you would make them in your own kitchen,\u201d said Davidoff\u00a0<\/strong>in a press release.<\/p>\n

The launch is gaining momentum with a $5 million seed round including high-profile VC backers alongside Djokovic, fueling growth and visibility for further innovations in healthy eating.\u200b<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Market Entry and Consumer Impact<\/strong><\/h3>\n

Cob will initially sell direct-to-consumer on its website, with plans to expand as demand soars. Each 24-pack of 1 oz bags retails for approximately $60, highlighting the premium placed on clean, traceable, allergy-friendly ingredients.<\/p>\n

The rise of Corn-free and functional snacks meets the needs of mindful eaters, families, and those with allergies while appealing to anyone hungry for something new at the intersection of taste and nutrition.\u200b<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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