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Cob, a startup aiming to redefine the popcorn category, has debuted its first product line, a corn-free, gluten-free alternative made from sorghum, an ancient grain known for its sustainability and nutritional profile.

The launch is supported by a seed round led by tennis player Novak Djokovic, with participation from investors such as Bullish, Daxos, Furthermore and Venrex.

“Eating gluten-free shouldn't mean sacrificing taste, texture or nutrition,” said Djokovic. “Cob represents everything I value in wellness, thoughtful ingredients, amazing flavour and accessibility.”

Founded by serial entrepreneur Jessica Davidoff, Cob was inspired by her family’s search for corn-free foods after discovering her son’s allergy to corn. Davidoff developed the concept after experimenting with popped sorghum, which she describes as tasting even better than traditional popcorn.

Cob’s debut line-up includes four flavour varieties: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt and Seriously Cheesy.

Each Cob variety is designed to deliver all the flavour and crunch of popcorn while offering functional benefits and a cleaner label.

Beyond its nutritional appeal, Cob’s use of sorghum offers significant environmental advantages. Sorghum requires minimal irrigation, supports soil biodiversity, and contributes to regenerative agriculture. The brand also emphasises non-GMO, filler-free and preservative-free formulations.

“Our goal is to help consumers break their dependence on corn by creating insanely delicious, sorghum-based snacks made the way you’d make them in your own kitchen,” said Davidoff. “It’s simple, craveable food that’s good for you, good for your gut and good for the planet.”