COBA is redefining how adventurers, coffee lovers, and everyday explorers fuel their journeys—one chocolate bar at a time.
Founded by Peter Lee, a passionate traveller with an unwavering drive and a deep love for coffee culture, COBA was born from a simple yet powerful idea: to make high-quality coffee portable, indulgent, and adventure-ready.
“Traveling the world, I fell in love with coffee culture—visiting farms in Ecuador, learning roasting in Seattle, experiencing matcha ceremonies in Kyoto, and sipping espresso in European cafés,” explains Peter.
“Coffee was more than a drink; it was a ritual, a connection, a fuel for adventure. But on the go, great coffee was hard to find. Whether trekking Kilimanjaro or rushing through airports, I wanted a way to bring those rich experiences with me—portably, without compromise.”
COBA – which stands for COffee BAr – started out of Peter's dorm room at UC Berkeley, where he built a coffee roaster from scratch, experimented with beans to perfect the roast and won first place in UC Berkeley’s food competitions before deciding to meld ethically sourced cacao with premium coffee and tea to create a new way for on-the-go people and adventure enthusiasts to experience caffeine.
“From my dorm room, we moved into a commissary kitchen in Berkeley, refining our process and scaling up,” says Peter. “Now, we’ve relocated to Oakland while producing COBA in a facility near Seattle, ensuring the highest quality for every bar.”
COBA Founder Peter Lee with Ecuadorian coffee farmers he partners with.
And while the products are handcrafted in the U.S., their ingredients are as worldly as the travels that inspired Peter to begin with. The chocolate is blended and tempered in the United States. The white chocolate source is Germany. The coffee is a blend of fair trade arabica beans. The Chai is from India, and the Matcha and Hojicha come from Japan.
In a very short time, COBA has sold over half a million bars that – just like Peter – have travelled all over the world and gone on many epic adventures. And the feedback from these satiated and satisfied global explorers has had a profound impact on Peter.
“The most rewarding feeling is hearing from customers who’ve trekked, backpacked, or set a personal record fueled by COBA Bars,” says Peter. “Knowing that all the work we put into product design—perfecting the taste, texture, and energy balance—is making an impact as intended makes it all worth it.”
“Whether it’s a hiker summiting their first peak, a runner crushing a marathon, or a traveler finding the perfect on-the-go coffee fix, those stories remind me why I started COBA in the first place: to create something that fuels real adventures in a way that tastes amazing and feels good.”
Peter knows that getting COBA’s products into the hands and mouths of these intrepid adventurers is one of the important aspects of his growth as an up and coming food brand, but getting people out of their comfort zones and standing out amongst the rest is no easy feat.
“The hardest part about COBA isn’t making the product—it’s marketing and getting people to try it,” he explains. “Once someone tastes a COBA Bar or BREW coffee shot, they get it. But breaking through the noise, especially in a crowded market, is a constant challenge.”
“Coffee lovers don’t always expect it in chocolate form, and outdoor enthusiasts are used to traditional energy gels and drinks,” Peter continues. “My job is to show them that COBA is different—a better, more enjoyable way to get real coffee and tea energy on the go. That’s why we focus on in-store demos, festivals, and storytelling, because the moment someone takes that first bite, they become a believer.”
COBA’s divine product line is bridging the worlds of specialty coffee, chocolate, and outdoor adventure and currently consists of their coffee chocolate bars available in cafe worthy flavors like Matcha Latte, Hojicha Latte, Espresso, and Chai Latte, along with their concentrated BREW coffee shots.
“Unlike sugary energy gels or instant coffee, COBA provides real caffeine from specialty coffee and tea, balanced with cacao for lasting energy,” says Peter, “ and if your COBA Bars happen to melt, no worries—you can still enjoy them just like a gel, getting the same energizing effect.”
“It’s similar to a European hot cocoa, but instead of chocolate, we’ve infused the bars with coffee or tea. Whether you're hiking in the heat or cycling through the sun, you can squeeze it out and enjoy a smooth, rich, and energizing coffee or tea experience on the go. It's the perfect way to fuel up, no matter the temperature.”
But COBA is more than just fuel—it’s a movement. Ethically sourced, fair-trade, and crafted with real ingredients, every COBA Bar supports social initiatives like funding teacher salaries for inclusive schools in the Philippines – with more big dreams on the horizon.
“COBA wants to offer a better alternative to the typical, sugary caffeine shots and drinks,” says Peter, “We’re about better taste, better energy, and creating a mindful experience that elevates both coffee and chocolate for a new generation of adventurers and coffee lovers.”
And COBA isn’t just for elite athletes or hardcore adventurers – Peter explains, “It’s for anyone who loves coffee, movement, and exploration.”
“For backpackers and adventurers, the journey often starts with curiosity—a spark that turns into something bigger. When I started COBA, it was just that. Traveling solo, chasing the best coffee, and seeking adventure led me to create a chocolate bar infused with those experiences.”
“I remember handing out bars in the subways of Berlin just to see how people reacted. That part hasn’t changed—I still love sharing COBA in unexpected places. But now, my mission is bigger: to change how people perceive energy, offering a natural, familiar alternative through chocolate, while making a real impact in the world.”
Ali Becker is a freelance writer and adventure storyteller who spends half the year backpacking and bikepacking and the other half sleeping in strangers' beds as a professional house sitter. She and her partner, Mathieu, share their ups and downs on their IG channel at @trip.longer and hope to inspire others to get outside, adventure in nature and find their own freedom.
