A new breed of craveable clean-label snacking hits the market with ancient grain sorghum at its core.
Cob America’s newest better-for-you snack brand is redefining what popcorn can be by launching the first corn-free, gluten-free bite made from nutrient-rich sorghum.
The brand quickly grabs attention, not only for its innovative product but also for the involvement of tennis icon Novak Djokovic, who joins as co-founder and lead investor.
“Eating gluten-free shouldn’t mean sacrificing taste, texture, or nutrition,” Djokovic shared in a press release. “That’s why Cob resonates with me it represents everything I value in performance and wellness: thoughtful ingredients, amazing flavor, and real accessibility.”
Born from Family Needs, Backed by Purposeful Investment
Cob was the brainchild of serial entrepreneur Jessica Davidoff, 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.
“[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 recalled. The result is a ‘popcorn’ experience, minus the corn, that delivers bold flavor, satisfying crunch, and advanced nutrition.
Healthier, Friendlier, More Sustainable
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.
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.
Disrupting the Snacking Aisle and Building Community
Cob plans to go beyond popcorn, aiming to replace America‘s dependence on corn-based processed foods with a suite of planet-friendly, craveworthy goodies spanning snacks and pantry staples.
“Our 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,” said Davidoff in a press release.
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.
Market Entry and Consumer Impact
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.
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.
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