Cob launches corn-free Popcorn made from sorghum
Cob’s products are entirely corn-free and gluten-free, non-GMO, and free from fillers and preservatives, making them suitable for people with corn allergies or gluten sensitivities.
USA – Cob, a new startup shaking up the popcorn category, has launched its first product line, a corn-free, gluten-free alternative made from sorghum, an ancient grain known for its sustainable cultivation and nutritional benefits profile.
The corn-free snack brand is backed by tennis legend Novak Djokovic.
The launch comes with a US$5 million seed round led by Djokovic, who is also a co-founder of Cob, alongside participation from investors such as Bullish and Venrex.
The idea for Cob originated with Jessica Davidoff, a serial entrepreneur and Princeton graduate. Davidoff developed the concept inspired by her son’s corn allergy, aiming to create a popcorn-like snack free from corn and gluten.
She found that popped sorghum offers a taste and texture that rivals traditional Popcorn, with even better nutritional value. Sorghum is rich in fiber, resistant starch, and protein, making it beneficial for maintaining healthy blood sugar levels.
Cob’s initial product line includes four distinctive flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy.
Djokovic praised the brand for combining remarkable flavor, texture, and wholesome ingredients without compromising nutrition or wellness.
He highlighted that the snack aligns with his values of clean eating, accessibility, and thoughtful preparation.
Beyond health benefits, Cob champions sustainability. Sorghum requires significantly less water than corn, supports soil biodiversity, and promotes regenerative agriculture.
Unlike traditional Popcorn, Cob’s products are entirely corn-free and gluten-free, non-GMO, and free from fillers and preservatives, making them suitable for people with corn allergies or gluten sensitivities.
The snacks are designed to be safe and enjoyable for all ages, including toddlers, as they contain no hard kernels.
Novak Djokovic highlighted sorghum’s versatility, noting that it can be used in many forms that corn typically occupies, offering added nutritional and environmental benefits.
His involvement reflects his deep commitment to a gluten-free, whole-food lifestyle.
The Cob launch was officially celebrated at a tennis event in Athens, Greece, symbolizing the synergy between Djokovic’s sports legacy and his investment in health-focused food innovation.
Cob is poised to capture consumers seeking popcorn alternatives that deliver on taste and nutritional integrity while supporting sustainable agriculture, with Djokovic’s star power adding significant momentum to the brand’s promising entry into the US$3.5 billion popcorn market.
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